SUCCESS ASSURED

Sun (Auckland), Volume 1, Issue 19, 13 April 1927, Page 14

SUCCESS ASSURED

“THE NIGHT OF LOVE” The box office success of “The Night of Love,” first picture to be played in the Criterion Theatre, Los Angeles, under its first run policy, has determined Abe Gore, of West Coast Theatres, Inc., to adopt an indefinite run policy for the Criterion. Mr. Gore wired Samuel Goldwyn, producer of “The Night of Love" (now in New York) that the first week’s gross on “The Night of Love" in its Los Angeles first run was more than four times the average weekly gross under the former Criterion second run policy. Gore directly credits his decision to adopt a long run policy to Goldwyn's latest United Artists’ release, for his telegram states: “Through your kindness we were able to change into a long run policy.” The telegram states further that “The f Night of Love," George Fitzmaurice’s production with Ronald Colman and Vilma Banky, is playing to capacity business, matinee and evening, and that the business of the first week had such a notable accomplishment that the former second run house will play “The Night of Love” on a long run of at least four weeks. The Criterion will be the first run house in Los Angeles for United Artists Pictures, on a deal consummated between A 1 Lichtman, general manager of distribution for United States and Canada, and West Coqst Theatres executives, while Mr. Lichtman was recently on the Pacific Poo^t.