Exhibitors Herald (Jun-Dec 1917)

X H B R H R D World Film Corporation Faces New Year Financially Fortified William A. Brady Reports Closing Year Surpasses Any in Point of Financial Gain— Attributes Success to Policy Helene Chadwick, Pathe, Ends Canadian Trip Miss Helene Chadwick, Pathe's latest acquisition to its galaxy of stars, has returned to New York after a flying trip through principal Canadian cities, where she made personal appearances at many theatres. William A. Brady, director-general of World Pictures-Brady Made, reports a most profitable season for the year 1917. In an interview radiating optimism he gives some sound business principles to which he attributes the present prosperity of the World Film Corporation. "The World Film Corporation," said Mr. Brady, "approaches the end of the year in a most enviable state of prosperity. At a time when the doctors are vehemently disagreeing as to what ails the motion picture industry and how the malady shall be banished, we find ourselves at a higher point of earnings and in possession of a greater quantity of perfectly sound, tangible, negotiable assets than at any moment in our career. "This is not said in any spirit of boastfulness, nor is it in the nature of crowing over those who are unable at this time to render a similar report. Conditions such as those which occasion the general complaints flaunted before the public recently are indeed regrettable, whatever their cause, and are to be viewed with the deepest concern. The Brady Policy "Thus, without uttering any reflections upon the prevailing situation and the matters which have brought it about, we may revert at this time to the policies and principles which have resulted in the existing happy condition of World Pictures — policies and principles which I have described on various occasions only to call out vigorous criticism. "In the first place we have observed sanity in our productions. We never have yielded to the temptation to compete for the services of stars already immensely overpaid. On the other hand, when our own stars, acquiring great popularity under World development, have been approached with largely increased offers from other companies, we have not made the slightest effort to meet those offers. "From this it is not to be charged that our corporation is niggardly in its expenditures for salary accounts or in any other direction. We insist only upon keeping our outlay within limitations which permit us to sell a completed picture to the exhibitor at a price he can afford to pay. Has Satisfied Exhibitors "This has been accomplished to the complete satisfaction of the public and the exhibitors. We have produced pictures, while adhering strictly to these lines, which have not been charged with falling short in .any particular. On the other hand, our photoplays, mostly in five reels, have been frequently and favorably compared with the special price pictures produced upon a scale of prodigality amounting simply to waste. "Dependability was what we sought for World-Pictures — dependability in the pictures themselves and dependability in the dealings by which they reached the public through the exhibitors. "Upon several occasions, an instance of which was supplied by 'Rasputin, the Black Monk,' we assumed a very much increased outlay upon a production of greater length than usual and sold it to our customers without adding to the regular price. This also was a part of our policy — to give the public and the exhibitors, where possible, more than had been contemplated in the original bargain. "We believe the present highly desirable position of World-Pictures is an eloquent object lesson demonstrating the value of sanity in production and good taith in delivery." Jackie Saunders Guest of Honor at Chicago Luncheon Miss Jackie Saunders was guest of honor at an informal luncheon given by E. D. Horkheimer to members of the Chicago press on Tuesday, December 4, at the hotel La Salle. Wallace MacDonald, her director, and Miss Saunders' brothers accompanied the popular screen star. The party left on December 5, for Cleveland. Miss Saunders is contemplating severing her connection with the Balboa Amusement Producing Company and is going to New York to complete negotiations with another film company. HELENE CHADWICK (Pathe). She spoke at five Montreal theatres on November 26; two Toronto theatres on the 27th; three Ottawa theatres on the 28th, and was guest at an exhibitors' ball in Winnipeg on the 29th, as well as visiting two theatres in that city on the 30th. A SCENE FROM "THE SLAVE" BILLY WEST, THE KING BEE COMEDIAN, IN A HUMOROUS SCENE FROM HIS LATEST ■ ■ ' COMEDY TO BE PUBLISHED DEC. 15. (King Bee) 37