Universal Weekly (1924-1936)

26 Universal Weekly Vol. 24, No. 11 ^1,500,000 Production Budget Planned For Stern Brothers Comedies Next Year Elaborate Costumes, Novelties, Furnishings and Material Purchased in Europe THE Stern Film Corporation, makers of Stern Brothers Comedies for Universal release, has decided upon a $1,500,000 production budget for the coming year, it was announced this week by Julius Stern, president of the corporation, upon his return from Europe. This figure is more than double the production costs during the past year and means an almost unprecedented increase in the care and cost of production for forthcoming Stern Brothers Comedies. The increase will go into better stories, better directors, scenarists, stars, players, technicians, and studio equipment, including settings. Encouraged by the remarkable jump in popularity of the Stern Brothers product following the change in production policy last winter from a 52-a-year schedule of standard comedies to the production of several high-class series of comedies, the Sterns are to go their own record one better for the future. As an earnest of their intentions, Julius Stern and his brother, Abe Stern, who is vicepresident of the comedy producing organization, devoted their entire time in Europe to the purchase of costurnes, props, novelties and other material for their new comedies. Their purchases topped $100,000 by far. "The remarkable showing of our new product since the pre-release showings of the first 'Newlyweds and Their Baby' comedies and the new Buster Brown comedies this summer, convinced us that our new series have struck a popular chord. Since the early showings, the comedies have been presented in big first-run houses all over the United States and have clicked everywhere to such an extent that Universal exchanges report a veritable demand for bookings, not only from former Stern Brothers customers, but from thousands of new accounts, including big first-run houses and all the large theatre chains. The product has been set in almost every large chain in the country. "We made up our minds to take time by the forelock and further increase the value of our product, not by easy stages or gradually, but by an outstanding jump in production care and cost. Where we started out with a $500,000 budget last year, which eventually was increased to $750,000, we decided to embark upon a production schedule cading for the expenditure of $1,500,000 during the coming twelve months. This assures an array of Super Comedies such as never before have been offered to the inJustry, you have our word for it. "The sky is the limit for us as regards the fitting up of pur new studio, quickly acquired after the fire which razed our former plant. We plan Jean Hersholt, being a practical man of the Twentieth Century, attempts to dissuade Directw Scott Sidney from his Sir Walter Raleigh impersonation. The queen in this case is Ethlyne Clair, the Mrs. Newlywed of the "Newlyweds and Their Baby" comedies. Mr. Hersfwlt and Mr. Sidney are making "The Wrong Mr. Wright." to make this studio the most complete comedy studio in the industry. It already is approaching that mark. In carrying out this intention, immediately after the new property was lined up, my brother and I made a careful search through several European countries, scouting for costumes, fittings, novelties and other material with which to assure that future Stern Brothers comedies should be 'dressed' better than any other comedies on the screen, and better than most features. "In the Parisian shops, we purchased an amazing array of gowns for Mrs. Newlywed and our other female leads, as well as the latest in lingerie, silken pajamas and the newest tricky styles and modes. In London we purchased an array of outfits for Mr. Newlywed and our other male leads, running the gamut of sartorial furnishings. In Belgium we purchased many fine lace curtains and other lace, velvet and other hangings. We also bought many carpets in Belgium and a number of Persian rugs in Paris. "Then we went to Nuremburg, the toy centre of Germany, where we bought the latest in novelties and trick toys for use in the Newlyweds and Buster Brown comedies. Among them are many mechanical and electrical toys of unusual make, including mechanical animals, which are amazingly life-like. "In Czecho-Slovakia we bought many pieces of fine statuary, art stuff and antiques, for use in dressing up our sets. We also made many purchases of objets d'art, antiques, and period furniture in Paris. One of the most unusual things we bought was a special suit of medieval armor, which we had made by a famous German armorer, especially for Snookums, the baby in the Newlyweds comedies. "All this material, in addition to that purchased for us in New York and in Los Angeles, will give our productions a class quite unique in the two-reel field. "While we were in Europe, the new Stem Brothers product was trade showed in practically every film centre, and it created a sensation. Europe has turned from its post-war gloom and it is finding the best outlet for its amu sementcraving in screen comedies. The reaction to our comedie« convinces me that they are just w^hat the European exhibitor and public wants. I was overwhelmed by congratulations from e X h i b } t or s and other film men who saw the trade shows of our product and who hastened to (Continued on Page 34)