Exhibitors Herald (Mar-Apr 1924)

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March 29, 1924 EXHIBITORS HERALD 51 SHORT SUBJECTS The Published Story and the Short Subject Claims to the contrary notwithstanding, the fact that a story is by an established author and has been published in magazine or book form seems to have a quite important bearing upon the value of a feature picture. At least, producers of feature pictures believe this to the extent of spending considerable sums of money for the use of such stories and their authors' names. The same, of course, applies to stage plays. Under this policy the feature picture has done rather well, certainly better than the short subject, in so far as exhibitor exploitation is concerned. This fact of prior publication in another medium unquestionably has much to do with at least the exploitation side of the matter. Just why it has not been the custom to buy published works for short subject production is not entirely clear. It has been stated that there is no wealth of published matter suitable for short subject production, but it is not denied that there is some. And for that matter, it isn't entirely essential that the published matter be wholly suitable for picture production. This has been demonstrated frequently in feature production. In feature production it is necessary quite frequently to amplify and alter the story to suit screen demands. This is done without fatal results, generally, and the name of the author, together with the title, are of undiluted strength in the box office sense. Of course there have been disasters as a result of this practice, but apparently these have not been of sufficient moment to effect a change in the custom. Now the short subject producer desiring to experiment with a policy of this kind is not going to find his path strewn with so many difficulties as might be imagined. In the play market alone he can do very well, undoubtedly, for there are a great many "Broadway successes" which are not bought up by the fea ture producers for the simple reason that they do not contain adequate substance for the five reel length. Rights to these productions should be obtainable at a fairly reasonable figure. The short story magazines offer another supply of matter, and the comic weeklies will bear examination. It has been said that one idea to a comedy is a generous proportion, that the actual average is less than that. Since most published works contain at least one idea, it would seem a not impractical procedure to buy the screen rights and turn the thing over to the able directors who are accustomed to making even the threadbare plot refreshingly funny. The chances are that it would emerge from the workshop a pretty presentable offering. In addition, it would give exhibitors something to use in their advertising copy just as they use the similar somethings provided by feature picture producers. Out of all this should come a general advancement of short subject interests through a heightening of the public's appreciation of short subject importance. So much for the immediate commercial aspect of the proposition. On the other side of the question stands the fact that in keeping away from just this practice, this shopping in the marts of literature and drama, the short subject undoubtedly is building toward screen independence. Those who await the day when the motion picture shall be independent of the printing press and the footlights in the matter of plot cherish this policy as a sort of last outpost against the invader. With short subject producers rests the decision as to whether this independence outweighs the profits obtainable through its sacrifice. Lyman Howe's Hodge Podge Whether or not this or that audience likes the odd entertainment known as "Lyman Howe's Hodge Podge," it is an incontrovertible fact that into its brief length is packed more ideas, more novelty per inch, than any other screen product of any dimensions. And audiences like it. Appreciation of skill being, as it is, a deeply embedded character-, istic of the human animal, response could not be otherwise. These "Hodge Podges" stimulate. All short subjects should do just that. For which reason, the "Hodge Podge" is a good thing for short subject people to see regularly. NEWSPICTURES INTERNATIONAL NEWS No. 23: Crowds Cheer Departing Prelates Mundelein and Hayes — Air Cruiser Ready for World Flight — Daugherty at Miami — Many Dead in Bavaria Rail Wreck — Steamer to Take Athletes to Olympic Games — Eton Holds Steeplechase — Heartbeats Broadcast by Radio — Ludendorff on Trial for Treason. — Safety First Dramas of the Street — Examine Naval Guns — Territorial Specials. INTERNATIONAL NEWS No. 24: Women Crusaders Happy as Moonshine is Destroyed — Edward B. McLean Returns to Washington — Safety First Dramas of the Street — Baby Athlete Drills Gobs on Battleship — Seas Wreck Homes on Connecticut Sea Coast — Territorial Specials. KINOGRAMS No. 2336: Old Stage Coach Runs Again — Daugherty Back in Washington — Women Bend to Oars at Oxford — Claire Windsor and Bert Lytell Home from Algiers — Dempsey Leaves Hospital — Bluejacket Gets Medal of Honor — Archbishops Mundelein and Hayes Depart for Rome — Spring Arrives in Zoo — New York Couple Weds to Jazz Music — School Boys Meet Prince of Wales — Territorial Specials. KINOGRAMS No. 2337: Denby Resigns— Pittsburgh Burns Old Street Cars — Climbs Skyscraper Blindfolded — Indians Visit New York — Prune Park Trees — Storms Harass East Coast — Territorial Specials. PATHE NEWS No. 20: Egypt Directs Kipg Tut Excavations — Ice Crop Heavy — Archbishops Mundelein and Hayes Go to Rome — Daugherty Interviews Coolidge — English School Girls Drill — Celebrate 25th Anniversary of Phillipine Republic— Dentist Attends Ape — Territorial Specials. PATHE NEWS No. 21: Fleet Leaves New York — Ludendorff on Trial for Treason — Midgets in Glove Tilt — Fishing Smack Fleet Prepares for Cruise — Dr. Coue Sails for France — Writes Backward and upside down Hanging by Feet — Uncle Robert Seeks Support in Parents Day Campaign — Milk Lunches Aid Children — Gale Lashes Atlantic Coast — Territorial Specials.