Exhibitors Herald (Dec 1917 - Jun 1918)

X H B O R H R D U. S. Exhibitors Booking Corporation Ebony Film Corp. Quits Selling and Distribution Field Signs Bob Horner . As Scenario Editor Hoffman -Foursquare Exchanges to Sell Features Acquired By Booking Corporation and Will Also Have Charge of Distribution Through a transaction consummated the past week, the Hoffman-Foursquare exchanges will take over the selling and distribution of all features acquired by the U. S. Exhibitors Booking Corporation. The move, it is announced, was made in the interests of a more intensive development of the growing business of the booking corporation and for the greatest possible efficiency in the distribution of its product. The plans now completed by Frank G. Hall of the U. S. Exhibitors Booking Corporation, provide, it is said, for the acquiring of features of exceptional pretentiousness and quality. It was these plans which necessitated a broadening of the selling operations, which the arrangement with Foursquare provides. Most of the booking corporation salesmen in the various territories have now become Foursquare representatives, it is announced, and a part of the selling organization of this company. P. V. R. Key of Foursquare, in speaking for President George Backer, said: Benefits Both Companies "Mr. Backer is constructing a motion picture distributing organization similar in solidity and worth to the buildings he erects. He has been of the opinion for some time that both Foursquare and U. S. Exhibitors Booking Corporation would benefit by a closer cementing of their business relationship, and Mr. Hall shares that opinion. "There is no keener judge of motion picture values than Mr. Hall," continued Mr. Key, "and few men in the trade possess a more accurate estimate of 'conditions and how they ' may be met to the greatest advantage of both exhibitor and distributor. "Mr. Backer and Jacob Wildberg, treasurer of Foursquare, are evolving policies which are fundamentally constructive, and which will be carried out under their active supervision by General Manager M. H. Hoffman, the Foursquare exchange managers and the meinbers of the combined selling staff. Existing Contracts Stand "Lynn S. Card, general salesmanager for the U. S. Exhibitors Corporation, will continue in that capacity to perform certain important duties of the utmost benefit to the enlarged plan of distribution of Mr. Hall's product, with special representatives still in the field. The Southern States Film Company of Atlanta, Globe Feature Film Company of Boston, The Superfeatures, Ltd., of Toronto, and Fran Gersten, Inc., of New Jersey, will continue to handle U. S. productions under their existing contracts. "The broadening of my plans led quite naturally to the arrangement just concluded between U. S. Exhibitors Booking Corporation and Foursquare Pictures," said Mr. Hall. "I am interested only in pictures of distinctive type; the sort of pictures that command the consideration of progressive exhibitors because they possess the unique qualities which attract motion picture patrons. " 'The Zeppelin's Last Raid,' 'Those Who Pay,' and 'The Belgian' have set a standard I shall strive to maintain to the utmost in future features which I acquire. In this connection it is pertinent to say that during the next twelve months I shall obtain a considerable number, which will be booked to exhibitors through Foursquare "A contract has just been signed by me for an option on six new pictures, the first of which is now entering upon its initial stage of production. I am also expecting to announce the purchase of another special feature before the end of the month as "Just a Woman" is being launched in New York with 143 days of big circuit bookings, which is being supplemented by reports from the branch offices that promise exceptionally quick results from this latest offering." LOUISE GLAUM In a Scene From "An Alien Enemy" Her First Paralta Play 20 Former Newspaper Man Will Select Material forComedies — Extensive Advertising Planned L. J. Pollard, president and general manager of Ebony Film Corporation, Chicago, which begins releasing on the General Film program April 15, has closed a contract with Bob Horner, the Chicago scenario and newspaper writer, to manage the script department and prepare material for that organization. Mr. Horner first attracted the attention of Mr. Pollard early last year, when he submitted his first play to that company. Since then Mr. Pollard has bought up practically all his comedy material. Mr. Horner will devote his time to selecting and preparing stories for Charles N. David and Ralph W. Phillips, the Ebony directors, and has already completed the first five stories, it is announced. To assure enough material with the proper variety of subject matter it was Mr. Pollard's intention to secure a capable man who was broad-minded enough to see the good in other writers' stories. Determined to get the best stories, Mr. Horner has been instructed to reject no story until he is certain that it contains nothing that can be utilized to advantage by Ebony. Mr. Pollard, who has personally supervised the production end of the Ebony program, says: "We intend to put all our production on a higher basis of quality. To keep our comedies at the standard of excellence for which we plan, will mean the expenditure, of an even larger sum of money. Our aim is always for the very best that can be produced in pictures, and while we do not intend to throw money to the winds, we expect to keep above the general run of pictures. "Exhibitors have long wanted something new, something that would put 'pep' in their audiences and send them away with a smile. The Ebony comedies are enacted by a high-class cast of trained colored comedians. These onereelers are of the ultra-slapstick variety, inaugurating some new types of rapidaction, the kind that will please the motion picture-going public." Mr. Pollard announced further that the Ebony Company was about to launch a nation-wide advertising campaign and will also place the company's output in many foreign countries through the General Film Company's foreign representatives. Third Petrova Film April 8 The date of Mine. Petrova's third picture "The Life Mask." has been changed by the First National Exhibitors' Circuit from March 18, as originally announced to Monday, April 8.