Motography (Jan-Jun 1918)

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February 23, 1918. MOTOGRAPHY 355 New Bureau Created to Aid Exhibitor WELDING OF PRODUCTION, DISTRIBUTION AND EXHIBITION IS AIM CREATION OF AN EXECUTIVE DEPARTMENT new to film organization, to be known as the administrative bureau, is announced by the Famous Players-Lasky corporation. Hiram Abrams will be managing director and B. P. Schulberg, vice-managing director. Their appointment explains their recent withdrawal from executive supervision of Paramount. The plans and purposes of the administrative bureau embrace a policy that contemplates a more efficient coordination of the three primary elements that constitute the industry — production, distribution and exhibition. Abrams Tells Aims Mr. Abrams, commenting upon the new bureau, said: "During my recent tour of the country with Mr. Schulberg, I realized that a vastly important and necessary realm of our business, the sphere of personal contact, had as yet been unexplored. I 'became convinced there should be a specific official channel through which a friendly intercourse and exchange of thought and opinion with the exhibitors could be consistently conducted. "I proposed such an avenue of communication to the members of the executive board of the Famous PlayersLasky Corporation, asking to be relieved of the details of distribution so that I could devote all my time and energy to it. "The executive board itself had often expressed the desire for a closer contact with the exhibitor, and for a greater understanding of his problems, and now. in its wisdom, it has organized this bureau for that purpose. Feels Qaalfied for Job "I feel that my many years of experience as an exhibitor, and my subsequent and equally long experience as a distributor, enable me to grasp the aspirations and comprehend the obstacles of the average exhibitor, and I hope to be of personal service to each and every one of them. "It is our wish to organize the exhibitors of America into a great common council by which we can obtain the value of their collective thoughts and opinions on all important trade questions. We wish these opinions to extend even to the matter of production itself, for we realize that the exhibitor should have a larger voice not only regarding the manner in which the pictures are delivered to him, but also in the original creation of the subjects which he shows. Appreciate Exhibitors Importance "There are many problems within the industry that demand and require solution, but we of the Famous PlayersLasky Corporation realize that no trade Hiram Abrams {above), managing director administrative bureau, Famous PlayersLasky Corporation. B. P. Schulberg, (below), vice-managing director. problem has arisen yet or will arise in the future the solution of which does not rest soleh' with the exhibitor. It will be our purpose to maintain such close and constant association with the exhibitors as to solve the problems that confront the trade as they collectively wish them to be solved. "We want the exhibitors to believe firmly that we consider their problems to be our problems, and we want to give, through the new bureau, special and individual service, and to do our utmost to relieve or entirely eradicate the difficulties of the exhibitor. "That is what I would like the exhibitor to consider this department — his own service department, a branch office of his own theater, with Mr. Schulberg and myself as his personal agents. I want him to feel that we are always at his service, as in time I am sure we will make him know it." Zukor Predicts Success Adolph Zukor, president of the Famous Players-Lasky Corporation, concurred in Mr. Abrams' statement that the administrative bureau had been specially designed for the welfare of the exhibitor, and said that the company hoped to express through the bureau its appreciation of the fact, not as yet completely realized, that the producer and the exhibitor are in the same business, and the interests of one are the interests of the other, adding: "I believe exhibitors throughout the country will welcome this new sphere of communion between them and us, as it is certain to result in many constructive and progressive policies." The administrative bureau is to introduce itself to the trade immediately, and much anticipatory interest centers about its first activity. Petrova Works on New Play Work on the fourth special starring production in which Madame Olga Petrova is to appear has been started at the Petrova studios under the direction of Ralph Ince. The story selected for this picture is from the pen of George Middleton, well-known author and scenario writer. Mr. Middleton is responsible for the famous stage success, "Polly of the Circus," in which Mabel Taliaferro scored one of her greatest triumps. The title chosen for Madame Petrova's latest vehicle is "The Great Star" and in it she interprets the role of Lucille Caruthers, a daughter of a Southern gentleman of the old school, who has strong femininistic ideas of her own and the individuality to place them into effect. "The Great Star" was constructed especially for Madame Petrova and her role meets in every way with the requirements demanded by the actress.