(Published by Arrangement) MARY PICKFORD AND CHARLES CHAPLIN.

Auckland Star, Volume LIII, Issue 72, 25 March 1922, Page 11

(Published by Arrangement) MARY PICKFORD AND CHARLES CHAPLIN.

STILL THE MOST POPULAR C.TAKS IN PICTCIIKDOM. MR. HEJNRY HAYWARD PROCLAIMS NEW POLICY UF LONG SEASONS FOB 'BIG FILMS I-N" AUCKLAND. The more than royal receptions accorded to Mary Pickford and Charles Chaplin in England comirnis the extraordinary popularity of these two British artists, and proves that despite the multitude of brilliant stars that illumine the sky of Screeudom, and who clamour for popular favour, Mary Pickford and Chaplin are really without rivals. 'The old order changeth, giving place to the new," and Mr. Hayward, who has just returned from abroad, states that everywhere the world over in the big centres of population an evolutionary change is taking place in the exhibition and presentation of pictures. FEAVER AND BETTER PICTURES. The public are no longer satisfied with bread-and-butter, pot-boiiing films; they want the best, and even with that best obtainable, they are 'efficiently critical, lor they speak through the receipts at tbe Box Oni.-e.

To sa-tisTy this want on the part or patrons for greater art and fresher ideals in cinema presentation.!, the big producers and artists are making fewer and better pictures. The i'nited Artists tor the Big Four; which consists of Mary Pickford, Charles Chaplin, - Douglas Kail-banks. and that Prince of Producers, D. W. Griffith, earlysensed tne public demand for "fewer and better" pictures, and their new repertolre. of subject, has created a higher artistic standard in cinematography—a standard of supreme merit, which has been hail marked by che crowds who surge to see them. The super films already made by the United Artists include, from the studio of l>. W. Griffith, "Way Down East," "Broken Blossoms." "Dream Street," and the "Two Orphans." whilst Mary Pickford's contributions are ''Polly-anna,' --Little Lord ■Fauntleroy," and "Suds." aud Douglas Fairbatiks' efforts include "i'he Three Musketeers," "The Mark of Zorro," and "When the Clouds Roll By," and ail Chaplin's productions after the fulfilment of his present contract with the First National. LONG SEASON THEATRES. Owing to the enormous cost of the United Artists' pictures, it is not possible for exhibitions in Auckland to recoup same by the present system of weekly changes—the pictures must run seasons of several weeks' duration to return the quota of cost charged. Sydney aud Melbourne, following the | example of the great American and British I cities, have already established long season I cinemas, and Auckland will follow suit. Mr. John Fuller and Mr. lleurv Haywanl have arranged to place the Lyrlc"Theatre at the service of the I'nited Artists, and here they will present their great master films exclusively—this theatre, which will be re-named THE NBAA" LYKK. THEATRE. Extensive renovations are now in progress to make the house worthy of the productions. The stage is being re-modelled to admit of suitable prologues being presented, the orchestra will be augmented, and many new comforts arranged for the .-rowds of patrons the Bis Four aims will assuredly attract. The- New Zealand representative of the United Artists has already arrived in Auckland, and the presentation of their Photoplays will be under his personal direction. The first season picture will be "AVAY LKJAVN EAST," the great Griffith masterpiece which has drawn thousands of people during the past two weeks to Ills Majesty's Theatre, and will be re-presented at the New Lyric Theatre. ON MONDAY NEXT, MARCH 27. The season of "Way Down East" will be continued until further notice, and will be followed by •MARY PICKFORD, in "POLLYANNA,"' of wnicb fuller particulars will be announced later. It is important to note that the Big Four productions will be screened exclusive ly ln Auckland at the -New Lyric Theatre, and cannot be seen elsewhere. GREAT PICTURES AT POPULAR PRICES. Mr. Henry Haywanl is very confident that the Innovation of a Seasou Picture Theatre will be Avelcouied by the eignty thousand A tick-landers who are regular picture goers. I and that the -New Lyric will become th--1 Mecca for the growing number of , those discriminating pa-t 1-0113, who are .asking for the be-si pictures only—it will enaible the management to preseht each I masterpiece worthily, by giving time for preparation, and especially so from the point ot adequate orchestral accompaniment

The admission prices will be popular ranging from half a crown circle reserves to one shilling stalls—but one important thing Mr. Hay ward desires to impress upon 'Ilcture Tatrons, both city and suburban the policy of the United .Artists is that their productions will be released at the Aew Lyric Theatre only, and at that theatre alone in the Auckland district will tliey be screened.