Exhibitors Herald (Mar-Apr 1924)

28 EXHIBITORS HERALD March 29, 1924 Both Spectacular and Simple Drama in Demand DeMille Sees Diversity in Entertainment as Inspiration to Greater Heights of Artistry By CECIL B. DE MILLE (Director-General Famous Players-Lasky Corporation) WHAT is to come next in motion pictures? At present, people seem a little confused over the mingling of various tendencies. We are now at what might be called a dead, centre in the progress of the film business. For several years the costume picture has been in the ascendant. Recently the simpler story has come out of its retirement. Twenty years ago, this situation would have meant only one thing. It would have meant the passing of one cycle in production and the development of another in absolute contrast. This was in the age of the stage drama, when the entire interpretative art could be controlled by a handful of men. David Belasco, my father's old associate and my mentor in my earlier days, was a leader in the creation of such cycles. After producing such tremendous plays as "The Darling of the Gods," "Adrea" and "Du Bary," Mr. Belasco found that all the producers in New York were copying him and competing with each other to bring out larger and more lavish productions. Therefore, the following season, instead of continuing in a big way, Mr. Belasco suddenly switched to such an absolutely simple thing as "The Concert," and he scored a tremendous success. The other producers followed his lead and for a period of seven years spectacle was out and hardly anything appeared on Broadway save the simplest sort of dramatic entertainment. * * * Today because the production of motion pictures is not controlled by a group of men but by a constantly and freely expressed public opinion, coming from some 60,000,000 theatre-goers, the hidebound dramatic cycle of olden days has passed forever. The extremely large following which the motion picture has created has enough partisans of each class of entertainment to make it possible for the costume spectacle, with its crowds, and the simple drama of but a few characters, to exist succesfuly at one and the same time. I consider, therefore, that it is foolish to claim that the present appearance of a number of modern, unspectacular stories means the passing of the elaborate, eye-filling specacle which has been so popular through the past few years. The spectacle will continue to exist. The simple story will and thrive. It is a very fortunate thing for the future of motion pictures that this is so. Competition does more to develop art than any other single influence. We will have better spectacular pictures and better non-spectacular pictures, when the two types oppose each other in competing houses. There will be more originality in photoplays because a hide-bound cycle of one brand entertainment, excluding all others, breeds imitation and is likely to kill new and fresh ideas. * * * I have just completed what is termed a "huge, spectacular production, 'The Ten Commandments'," a theme which swings through the gamut of crowds, large sets and the appeal of mass and color of ancient times. My new production, "Triumph," is of the contrasting sort, While possessed of colorful touches, it is a strictly modern story depending for its appeal upon human elements in modern everyday life. The two stories are widely opposed, yet both have definite and direct box office appeal. They can exist side by side with success for both. I mention these two productions purely as illustrations. You will be able to think of many others. The point is plain that we have at last reached the much-to-bedesired stage, where the public as a whole speaks its desires and makes possible the diversity of entertainment which the motion picture industry needs in order to rise to the still greater artistic heights which await it. It was very fortunate for the business of making photoplays when the voice of the public began to bulk large enough so that the film producers felt safe in trusting the expenditure of millions to the decision rather than in relying entirely upon the judgment of a comparatively few men who might or might not strike the correct keynote. "Beau BrummeV 9 to Be Roadshowed; Eastern Premiere at Strand (Special to Exhibitors Herald) NEW YORK, March 18.— Despite the fact that Warner Bros, were unable to go through with their original plan of presenting John Barrymore in "Beau Brummel" for an extended run at one of New York's legitimate theatres, owing to legal obstacles in the way of a prior contract with the Mark Strand, the announcement is made this week from the Warner Home office that extensive plans are under way for sending out several touring companies with the picture in territories where local conditions will warrant. The initial company opens at the Lyceum Theatre, Baltimore, Md., on March 24th, at a scale of prices running up to $1.65. This unit which is complete in every detail and carries an advance man. company manager, scenic equipment, performers for an atmospheric prologue and orchestral score for twenty-two musicians is being handled by L. Berman of the Independent Film Co. of Philadelphia, and a second company will be sent by Mr. Berman to open simultaneously at the Lyric Theatre, Allentown, Pa. March 30 has been decided upon as the play date for the Eastern premiere of "Beau Brummel," Warner Brothers' screen adaptation of the Clyde Fitch play with John Barrymore in the starring role. The production recently gained considerable publicity through the reports that Warner Bros, were arranging for the picture to be shown at theatre prices at a legitimate house. However, the fact that a contract had already been entered into, forced the rejection of the idea. March 3 1 Release for Sawyer-Lubin Special "Shooting of Dan McGrew" to Be Released as Metro Special (Special to Exhibitors Herald) LOS ANGELES, March 18.— Arthur H. Sawyer, supervising director of Sawyer-Lubin productions, which has completed the filming of "The Shooting of Dan McGrew," has been advised by the New York office that the picturization of Service's poem will be released as a Clarence Badger Arthur H. Sawyer Metro special on March 31. The picture has been in production more than two months under the direction of Clarence Badger, and offers a cast which should have strong box office appeal. Lew Cody plays the title role, with Barbara LaMarr as "the Lady known as Lou," in addition to whom the principal players are Percy Marmont, Mae Busch and George Siegman. Several lesser known players, including Eddie Clayton's dancers, supplement the stars. Announcement has been made that "The Shooting of Dan McGrew" will be presented at Loew's State theatre, Los Angeles, during the week of April 5, and at the Warfield in San Francisco the week of April 12. It is understood that immediately following release date the picture will be seen simultaneously in more than twenty first run cities, including Los Angeles, Chicago, Boston, Philadelphia, New York, Cleveland and Detroit. According to reports from Metro exchanges, exhibitors are taking a real interest in the feature because of the drawing power of the title and the cast, with the result that advance bookings are heavy. Employes Hold Dance (Special to Exhibitors Herald) NEW YORK, March 18.— Hodkinson employes are planning a supper-dance for the evening of March 22 at the 77th Division clubhouse. The committee in charge has promised to make it a real affair. Chaplin Sues Doctor (Special to Exhibitors Herald) LOS ANGELES, Mar. 18. — Mrs. Sidney Chaplin has filed suit against Dr. Robert Griffith for $100,000 damages to her beauty as the result of an operation to her nose. Rhinock on West Coast (Special to Exhibitors Herald) LOS ANGELES, Mar. 18.— Joe Rhinock, vice-president of Loew, Inc., is in Hollywood on a visit to the West Coast.