Moving Picture World (Jul-Sep 1914)

264 THE MOVING PICTURE WORLD Paramount Pictures Corporation Marketing Plan on Novel Lines, as Regards Photoplay Producers, Expected to Accomplish Wonders. ANY LEGITIMATE THEATER Broadway, New York City Any Date First Performance "HIS MASTERPIECE" by David Belasco All-star cast. .\NY PICTURE THE.\TER New York or Elsewhere (Same date as above) First Presentation "HIS MASTERPIECE" by David Belasco Original Cast and Production UP TO the present writing newspapers in this or any any other country have not been asked to carry advertisements like the foregoing. That publicity of this kind may be in order, and that very shortly, is not a far cry from wdiat one gathers in inquiring into the plans of the recently organized Paramount Pictures Corporation, and a discussion of this possibility will pretty accurately emphasize the points of distinction which are claimed for the new combination, recognized as one of the most important which has ever been effected in the moving picture industry. It was announced not many weeks ago that the Paramount corporation had been formed w'ith the following ofScers: \V. W. Hodkinson, president and general manager; James Steele, vice-president; Raymond Pawley, secretary and treasurer; Officers of the Paramount (Left to Right— Hiram Abrams, W. L. Sherry, James Steele, W. W. Hodkinson, Raymond Pawley). additional members of the Board of Directors, Hiram Abrams and W. L. Sherry. It was explained in a general way that the new organization was a combination for the purposes of distributing the products of the Famous Players Film Company, the Jesse L. Lasky Feature Play Company, and Bosworth, Inc. Described in a way which will explain the real significance of the organization, it may be said that the Paramount Pictures Corporation movement represents the whole hearted embarkation in the moving picture business of that class of amusement purveyors commonly ' referred to as the "high brows" and hitherto violently opposed to what they have contemptuously called the "canned drama." This is a broad description and is based upon the inevitable happenings of the future as well as upon what has transpired in the past. The representation in the Paramount organization of the Famous Players Film Company and the Jesse L, Lasky Feature Play Company, which have already established reputations for handling the productions of some of the foremost men in the theatrical business, calls attention to the fact that big producers had been lured into the moving picture field before the formation of the Paramount organization. Plans which have been announced by each of these component organizations, as well as by the Paramount concern, within the past few weeks, however, would seem to bear testimony that the Paramount organization idea has been the clincher in securing other productions and producing talent greatly to be desired and in providing a means for the future whereby nothing that is really worth while can escape the photoplay screen. The Paramount plan, intended primarily to interest producers who have hitherto worked in the so-called "legitimate" branch of the amusement business, is the identical plan under which these producers have always operated in their old field. The Paramount features will be handled on a percentage basis, the producer of the picture making much or little money in accordance with whether his product is or is not satisfactory from the public's point of view, after it has been passed upon by the distributing agency. For the percentage plan, which is a new one in the feature film field, the Paramount people claim as the principal advantage that it will keep alive a spirit of co-operation between manufacturer and distributor which is sometimes lacking under other arrangements. While no statment to the efifect has been made, it seems quite evident that the percentage, or royalty, plan devised by the Paramount, has had much to do with influencing such producers as David Belasco to enter the photoplay field. Certainly, if Mr. Belasco has ever objected to the photoplay on the grounds that it might belittle his art, this objection has been removed in providing him with a way in which he can spend as much time and money upon a photoplay production as he can determine to be justified, reasoning that superior merit in a photoplay will call for superior reward in which he is to share. Nothing definite has been said upon the subject of filming New York dramatic successes while they are still running on Broadway, but that this plan is being seriously considered is quite evident from remarks let fall by the Paramount people. The plan, then, to present a first-night of both the regular stage version and the photoplay version of something which gives every promise of proving a success, seems perfectly within reason. Certainly the advertisement of a Broadway run would do greater things for a photoplay of the reigning success offered in every corner of the country within six weeks' time than it would for road companies striking communities months or even years afterwards, wnen the enthusiasm for the original success had begun to wane. Of the Paramount's definite plans for the future it has been anounced that a definite schedule of feature releases is to be put into operation about September 1. The features will come, not only from the three big producing companies represented, but also from such other companies either in this country or abroad as are able to produce stufif up to the distril)uting company's high standard and are anxious to have it handled throughout the country. World Film Corporation. ONE of the most important coml)inations ever made in the motion picture industrv has recently turned the limelight^ on the World Feature Corporation, with sumptuous offices in the Leavitt Building, in West Fortysixth Street. As the result of the combination, the World Film Corporation will distribute exclusively the photoplay features, either past or future, of the Messrs. Shubert. William A. Brady, Charles E. Blaney, Owen Davis, and the McEnnery Syndicate of New York and London. Included in the formal announcement of the big deal made not long ago was a list of more than 160 features, either made or to be made, which will constitute the distributing company's catalogue. The World Film Corporation has been one of the most active feature organizations in the field for some time. It started as a big thing but its grow'th. nevertheless, has been spectacular and its participation in this latest deal which represents the forming of a $3,000,000 company is therefore somethine which might reasonably have been expected. Back of the gigantic scheme to provide one photoplay feature a week of a most extraordinary nature, it is said, are some of the wealthiest financial operators in the Wall Street district of New York and certainly it is true that directing the scheme are some of the ablest film men in the industry, Outside of the announcement that the new features would be added to their program early in September, the World people have said but little of the efifect. the recent liig deal would have upon their organization and plans. Twenty-one offices, in addition to the principal one in New York City_ were controlled by the distributing concern before the big" deal and it is very likely that many additions will be made to this already big list of headquarters for the World features. The New York offices of the World Film Corporation are handsomely furnished, with everything in the best of taste.. The color scheme is gray, the partitions dividing the numerous offices and departments being of ground glass. The projection room is quite comfortable and the projectioir equipment is of the very best obtainable in order that the pictures may be shown at their best.