Motography (Jul 1918)

July 13, 1918. MOTOGRAPHY 75 Pathos and comedy in Mary Miles Minter's new picture, "The Ghost of Rosy Taylor." an American production to be released through Mutual. "Hands Up" to Get Big Publicity Campaign Pathe Will Post 24 Sheets on Billboards All Over the Country and "Fan" Magazines Will Cover Serial Well UTJANDS UP," Pathe's serial of ro n mance and adventure in the great west, produced by Astra with Ruth Roland, George Chesebro and a big cast, will be backed by a nation-wide billboard display and publicity campaign. "Hands Up" is a "thriller" of dramatic situations characterized by sweeping panoramas of the western country — big settings such as are new to serials. The story was written by Gilson Willets and directed by James W. Home. The novelization will be published in the Motion Picture magazine, the "fan" publication, beginning with the September issue, out August 1. The preceding issue of Motion Picture Classic will carry an interview with Ruth Roland in which the coming story is announced and the serial will be played up as one of the biggest features the magazine has ever obtained. It will be profusely illustrated and as the Motion Picture magazine has a guaranteed circulation of 500,000, meaning at least two million readers, "Hands Up" will undoubtedly be brought home to a very large number of prospective theatre patrons. Picture Play Magazine will carry an article by Gilson Willets on how he writes serials, and the other "fan" publications, such as Photoplay Magazine, Photoplay Journal and Photoplay World, will publish articles and photographs with regard to the picture. The billboard campaign has been very carefully planned, to take advantage of the fact that summer is the best time for outdoor advertising. A 24-sheet has been designed' with attention compelling poses and striking colors. This 24-sheet will be posted throughout the country in all important cities and, in addition to this, the 24sheets will be given to exhibitors, who will post a certain number for a period of one month. Vitagraph Serial Plan Pleases A remarkable demonstration of exhibitor faith in Vitagraph promises and Vitagraph product has been recorded during the past week as the result of the new continuous serial policy announced by Albert E. Smith, president of the Vitagraph company. Just one week ago, Mr. Smith, in letting it be known that Antonio Moreno had resumed his place on the roster of Vitagraph stars, gave out a statement in which he said that a permanent serial policy had been decided upon by Vitagraph, whereby William Duncan, with Edith Johnson and Joe Ryan, would lnad one serial company, and Moreno and Carol Holloway another. The company will produce four serials a year, each of these companies appearing in two productions, it was said. Already a score of exhibitors in various sections of the country have signed in advance for the yearly serial service. This is believed to be the first time in the history of the industry that exhibitors have been given the opportunity of arranging their serial bookings a year or more in advance and the first time that contracts for such service have been made for that period of time. Miss Minter Heads Mutual Bill Mary Miles Minter in "The Ghost of Rosy Taylor," a screen adaptation of the story of the same name by Josephine Daskam Bacon, published in the Saturday Evening Post, is Mutual's feature for the week of July 8. The director, Henry King, has succeeded in translating to the screen the atmosphere of mystery and romance carried by the story. The role of Rhoda Eldridge is one that is said to appeal to the winsome little star, while the unusual plot affords the director opportunity to present some striking situations. Billie Rhodes appears in a Strand comedy, "Her Disengagement Ring," released July 9. The third release of the OutingChester scenic classics, "Mountaineering Memory," is scheduled for July 14. Screen Telegram Nos. 38 and 39 are released July 10 and 14. F. P.-L. to Film "Silver King" The Famous Players-Lasky Corporation lias just purchased the screen rights to "The Silver King," one of the greatest successes in the history of the stage. This old melodrama, first produced in the early '80's, will be interpreted on the screen by an all-star cast and will be one of the nine special productions during the coming year, commencing September 1, under the Paramount and Artcraft banners. "The Silver King," by Harry Arthur Jones and Henry Herman, had its premiere in London, November 16, 1882, when it was produced at the Princess Theatre under the direction of Wilson Barrett. The play was in five acts, with sixteen scenes, and required a cast of twenty-seven persons.