The Moving picture world (November 1926-December 1926)

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November 27, 1926 MOVING PICTURE WORLD 219 "National Laugh Month" to Start 1927 In circle is Will Hays, with Elmer Pearson, vice-president of Pathe beside him. Earl Mammons, of Educational in lower left, and Charles Christie in lower right. They all endorse "Laugh Month." Hays Gives Approval to Campaign For Short Subjects THE "BIG" FEATURE GROUP in the motion picture industry has formally approved the "little" feature proposal to set January, 1927, apart as "National Laugh Month" for the exploitation of short features. Will H. Hays, president of the Motion Picture Producers and Distributors of America, Inc-, addressing the members of the Siiort Subject Advertisers Association and their guests at luncheon in the Hotel Lorraine, New York City, on Wednesday afternoon, Nov 17, gave the short subject "drive" his complete aporoval, urging the extension of the general idea of "laugh month" to "laugh year." The luncheon formally inaugurated what has definitely come to be an annual affair, thi campaign of short feature producers and distributors to further educate theatre owners to advertise their little feature and to further encourage newspaper critics to "give honor to whom honor is due," in the matter of reviewing a show in a motion picture theatre. Parsons Has Chair P. A. Parsons, director of advertising of Pathe Exchanges, Inc,. and president of the Short Subject -Advertiser Association, was the toastmaster. The speakers were Simon Rowson, president of Ideal Films, Ltd., of London, England, distributor of American short subjects ; Gordon White, director of advertising and publicity of Educational Film Exchanges, Inc.; Charles Christie of Christie Comedies ; R. E. Sherwood, edtior of "Life"; Fred McConnell, editor of "Daily Review" ; Elmer R. Pearson, vice-president of Pathe Exchanges, Inc. ; Earl Hammons. president of Educational Film Exchanges, Inc., and Mr. Hays. "I have come here to add my approval to the major portion of the campaign you have mapped out namely to further educate the exhibitor to the importance to himself of advertising his short pictures and to further bring the newspaper critics to a realization of the value to the paper and the public to be derived from men tion of the short pictures on the program. I bring you the approval of the association I represent. I am confidant we are assured that you will do nothing to bring discredit to the big feature in your campaign for the little feature. Shorts Are Essential "The short subject bears to the program the importance of tht necktie and collar to the shirt of the well dressed man. You represent an essential part of the program. You will do well to have in mind Mr. Christie's suggestion : to have something to advertise that will be worth advertising. "I would like to call your united attention to the thought of extending 'laugh month' to "laugh year' for naturally we want to make people happy and you have it in your province to do this ; to laugh all the year round. "In this movement I see a work going forward that will harmonize in detail the mission of the big pictures with tiie httle pictures. Indeed this should be your aim harmonizing all the forces of our industry and art to attract the public to the best that we have to give. "The association which I represent fully approves your plans, and in order to assist you immediately, we wish to place at your disposal an office, in our offices, where your committee may feel free to move about in the conduct of your campaign, and, further, to give you full access to the facilities which we have." To Effect Britain Mr. Rowson said that such a campaign as "Laugh Month" will reflect increased business in Great Britain. He referred to the recent campaign by Ideal, in "putting comedies across" in the British Isles, when a special poster attracted such wide attention that a copy was sent by radio to Moving Picture World, and reproduced in this paper. Mr. Rowson said exhibitors are awakening to the value of the short feature in his own country. Mr. White submitted a short report of last year activities by the Short Subject Advertisers' Association, in connection with "Laugh Month." Leaders Attend Formal Luncheon to Draw Plans for January Mr. Christie pointed out that the House of Christie is interested in producing two-reel comedies that an exhibitor will be justified in advertising in connection with his program. The speaker referred to the harmonious relations existing between studios in the West. The Christhe Sennet, Roach and Christie tie studios this month celebrated their fifteenth anniversary. The speaker went back to the old days, of 400 and 500-foot lengths for "shorts," when two reelers were rare. He also spoke of stars in embryo in comedy work, waiting for an opportunity to go higher. Mr. Christie said that last year's "Laugh Month" was a success from every angle, and he looks forward to another success in January next. Mr. McConnell, former head of the short subjects division of Universal Pictures Corporation, pointed out the necessity for a greater financial outlay that was forthcoming last year, in order to put this year's campaign over. Mr. Pearson said Pathe Exchanges, Inc., stands ready to increase its financial obligations ten-fold, and more if necesasry, to achieve a successful outcome for the forthcoming campaign. He said short features will grow in importance during the next three or four years, and added, that Pathe will keep pace with this growth in furnishing theatre owners with valuable boxoffice material. He promised the Short Subject Advertisers his full support. Urges Advertising Mr. Hammons urged exhibitors to advertise everything on their program, rather than just the feature. He deplored prolonged "presentations" that have a tendency to squeeze short features from many programs, advocating presentations of a reasonable length. "I have spent ten years fighting to put short features where they rightfully belong," Mr. Hammons said. "I am prepared to devote the next ten years to the same effort." The heads of short subject producing and distributing companies ; heads of departments in the same ; trade paper editors and writers were among the sixty attending the luncheon. The companies represented included Pathe, Educational, Universal, Red Seal, Fox, F. B. O., Rayart, Artclass, Bray, Christie and Life Cartoons Co.