American cinematographer (Jan-Dec 1926)

March, 1926 AMERICAN CINEM ATOGR APHBR Nineteen . The new ruler, who is 35 years old and an Oxford graduate, is spending upward of two million dollars on the coronation — which is not counted as so much in his land of three million subjects since it comes but once in a lifetime. Cowling will use three motion picture cameras and will shoot approximately 20,000 feet of negative. He will return to New York about April I 5th^ Eastern Editor Scoffs at "Prologues" on Film Bills Striking a chord similar to that which was sounded in the December issue of this publication, Arthur James, editor of MOTION PICTURES TODAY, in his issue of February 6th, speaks pointedly on a subject that is gaining ever-increasing intention. Mr. James' editorial is re-printed herewith: Presentation, prologue, preliminary and all the rest of the names given to that which precedes the showing of the feature motion picture on the screen, has about reached the height of its foolishness. By example and by promotion the idea of a big show spread from Broadway to Chicago, from Chicago to the West Coast and then all over our motion picture theater map. In its beginning it was a good idea and it was successful. It served to dress up and garnish the meal of entertainment in the large capacity houses and enhanced the importance of these institutions. It still is an important factor in — and only in — the largest houses. Now as before, it is, after all, only a garnishment, the parsley on the well served steak. When the steak itself proves tough the customers are not fooled by the parsley, and they won't come around unless there is nourishment. The nourishment, the juicy and sustaining meat of all picture house entertainment, is the picture. Broadway houses for example have been garnished up with bundles of parsley in the way of vaudeville, soloists, and monkey-doodle performers who ruin the bill. Recent shows at the Rialto, a Katz house, have been described by New York newspapers as "hick" with nothing to praise but the polite manners of the ushers. The net result of these strivings toward class and fancy show business has been a discouragement of public patronage. Paying the price of these bills makes a smaller amount available for picture rentals and good pic (Continued on Page 22) Akeley Camera AN INSTRUMENT OF SUPERIOR ACCOMPLISHMENTS Chosen by AMUNDSEN for the NORTHFLAHERTY for the SOUTH SEA ISLANDS A Necessity for Every Production Time Payments May Be Arranged AKELEY CAMERA INC. 244 West 49th Street New York, N. Y. PAIUS BRUSSELS MADRID ID LISBON rr JERUSALEM LONDON RENE GUISSART Atmospheric Shots in Any Part of Europe Taken according to your own instructions in an artistic manner to match the phography of your production. OFFICIAL CORRESPONDENT IN EUROPE FOR: American Society oj Cinematographeri ; Frank D. Williams 11 X Avenue des Champs-Elysees PARIS Cable Address: I.OUVERANDE-PARIS BERLIN BUDAPEST GENEVA CAIRO ALGIERS ETC. ETC.