Exhibitors Herald (1927)

March 26, 1927 EXHIBITORS HERALD 37 Camera! A Department Devoted to News and Affairs of the American Society of Cinematographers and Its Members, Published as a “Studio Section” Feature. Clark Sees Great Strides Ahead in Year Beginning April 1 Lasky Says Europe Offers Every Kind of Production Talent Except Cinematographers — America Leads World with Camera By FOSTER GOSS /% T the close of what probably has been the most successful year in the history of the American Society of Cinematographers, Daniel A. X B. Clark, president of the A. S. C., predicts an even more eventful period for the cinematographic branch of the industry in the 12 months to come. The A. S. C. fiscal year of 1927-28 begins during the first week in April. u'^HE photographic side of the motion A picture business,” Clark states, “has made monumental strides during the twelvemonth that is coming to a close. We have seen the advent and general acceptance of new film products and practices such as panchromatic film, faster lenses and more expressive camera effects. Anticipating and encouraging these progressive steps has been the American Society of Cinematographers so that when the time came for their adoption into practical production, every A. S. C. member had been theoretically and practically grounded in their use and application — all of which has meant a saving of thousands of dollars to producers in needless experimentation and the attendant waste. “But as great,” the A. S. C. president continued, “as the achievements indicated in the foregoing have been, they merely stand as the foundation for newer and greater accomplishments that are to be brought about during the coming fiscal year of the A. S. C. It is the policy of this society to look ahead and to anticipate the improvements in the cinematographic phases of the art, and when the time is ripe for the introduction of such improvements, it is our policy to be ready to deal with them in the most efficient manner possible. “That the thoroughness of the American cinematographer is appreciated more than ever before is shown in some measure in an interview with Jesse L. Lasky appearing in a current issue of a national fan PHOTOGRAPHY BY KARL STRUSS **BEN-HUR^^ *TOREVER AFTER^^ “SUNRISE'^ F. W. MURNAU’S FIRST AMERICAN PRODUCTION WITH CHARLES ROSHER Rothstein Supervises Universal Elxploiting ( special to the Herald) NEW YORK, March 22.— Nat Rothstein of Universal is back from the West Coast to place in execution a number of exploitation plans and to supervise the Universal exploitation department. publication. The gist of the interview is that, while dozens of foreign directors and artists have been brought to this country to inject new ideas into film productions, no such importation of cinematographers who worked with these people, has been made. The answer is that the pre-eminence of American cinematographers generally is inapproachable, and that nothing which the most complex European directorial mind could want visualized cinematographically is beyond the ken of our camera artists. We were more than glad to see the producers recognize this fact. And I say all of this with the utmost respect for the photographic efforts of the cinematographers across the Atlantic. Following the unproductive period during and immediately after the war, the results which they have been able to attain can only be a subject for admiration. “Some idea,” Clark concluded, “of what the coming seasons will bring in cinema George Folsey Cinematographer “LADIES AT PLAY” “ORCHIDS AND ERMINE” “SEE YOU IN JAIL” LEONARD SMITH CINEMATOGRAPHER “Movieland” — LUPINO LANE “His Better Half”— ELOYD HAMILTON Directed b.v Norman Taurog EDhCATlOSAL RELEASE JOHN LEEZER Akeley Operator with FAMOUS PLAYERS LASKY Phone 595-185 DAVID ABEL-A.S.C. CINEMATOGRAPHER “HIS OFFICIAL WIFE” “DON’T TBI.T. THE WIFE" “WHAT EVERY GIRL SHOULD KNOW" “THE FIRST AUTO” Warner Bras.