Motography (Jan-Jun 1918)

February 16, 1918. MOTOGRAPHY 307 Hoffman Sees Era of Efficiency FILMS MAY BE FEWER, BUT MORE MONEY WILL BE MADE, HE PREDICTS A STATEMENT made in the New YORK World by Cranston Brenton, chairman of the National Board of Review of Motion Pictures of New York City, that the war is affecting the quantity of made products warrants scrutiny by those in the industry who are anxious to preserve its stability. M. H. Hoffman, of Foursquare Pictures, sees in the statistics furnished by Mr. Brenton evidence of the utmost value to producers, distributors and exhibitors. Mr. Hoffman does not believe there should be any anxiety over the fact that the output decreased in 1917; on the contrary, it is his opinion that the reduced number of pictures, which will doubtless prevail in 1918, will have the effect of increasing the quality. Cloud has Silver Lining "What may appear at first glance to be a contraction of business with respect to all in the industry must prove, upon thoughtful examination, to be a cloud having a silver lining," he said. "I predict there will ensue a degree of watchfulness and care onthe part of both the producers and distributors which will put them in a far stronger position at the close of 1918 than they now hold. "The constructive business men in the industry are now fully awake. They recog nize the need for the elimination of waste; for tightening the loose portions of their respective machines to the end that they shall develop the utmost efficiency of which each machine is capable. Extravagance is Boomed "The producer of intelligence will immediately select his stories with greater caution than ever before. He next will have made the most practicable scenario possible, so there will be no last-minute changes to be made while a company is being paid for doing nothing. Then, a carefully laid out schedule of costs will be prepared and the actual work done in a manner permitting no extravagance or loss of time or materials. "I do not say that ALL producers will follow such a course ; but I do contend that those who consider the interests of the distributor and exhibitor will do so. Efficiency is Watchiug "The distributor also will practice efficiency through the medium of economy insofar as this is possible. Unjustifiable overhead which long ago should have been thrown out will now be squelched as quickly as possible — by the distributor who has at heart his own best interests and those of his exhibitor-customers. "In point of fact, the painstaking producer and distributor who proceeds wisely doubtless will show a greater net profit at the end of the current year — even though he does a smaller volume of business.' New Film Pleases Katterjohn In writing "Carmen of the Klondike," another of Monte M. Katterjohn's big Alaskan stories, the author claims he has succeeded in going himself one better, the explanation being that Katterjohn also created the tremendously successful "Flame of the Yukon." The bogey that all writers fear — their ability to eclipse a former work — has been absolutely dispelled by Katterjohn's newest work, it is said, and Robert Brunton, Parana's manager of production, claims "Carmen of the Klondike" as visualized by Reginald Barker will stand for many months to come as the last work in big virile picture dramas. "When requested to try writing another story I hesitated about tackling the job," says Katterjohn, "because I wondered if the success of "The Flame," as other asserted, was one of those lucky accidents that just happen in the careers of some men. Now that I have watched 'Carmen' in the studio projecting room a dozen or more times, I wonder why I was nervous when I commenced writing the synopsis. "My complete satisfaction with 'Carmen' as it now stands is not due to any lucky accident or to any superior supervision. Every scene, incident and title appears in the picture as I intended it. My contention for 'direct action continuity' as a new force in construction is also proved. As was the case with 'The Flame,' this new Alaskan story will make a big star bigger." Billy Rhodes in the Mutual-Strand comedy, "Three Times and Out. Gaumont Plans to Expand Following announcement that the Gaumont Company's news service soon will be released under a new arrangement which will make it more valuable to exhibitors, it is reported that the company is planning to increase its general activities in the United States greatly. Far from believing that the war will have a harmful effect upon motion pictures, the Gaumont Company is optimistic in believing that the greatest year the industry has ever known is due in 1918. In France and England, countries which bear the brunt of the war, the Gaumont Company is not only actively engaged in producing, but is running its own exchanges and theaters.