American Cinematographer (1926)

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Twenty-two AMERICAN CINEMATOGKAP HER March, 1921! 11 'run Inued from Page I !• > tures cost money. The presentation money is in most instances thrown away. The sur- rounding bill does not bolster a poor picture and does not supplant a good picture. The picture now, as always, is first and last the attraction. Short lengths, novel in character and with picturesque or comedy values, help tremendously but they, also, are pictures. With good pictures on the market the bigger houses no matter how they are signed up would do better to shelve the poor product they have contracted to use, pay the price and spend their presentation money for the good product available but now outside in the cold because of our strange and seemingly unavoid- able block booking system. Good pictures and only good pictures will win patronage. The Capitol Theatre with an excellent accompanying show at all times rises or falls in its receipts according to its picture attrac- tion. With a lemon there is a falling off of sometimes as much as $20,000 in a week and with a real picture the new box office records are hung up. From where we sit with no end to serve, save that exhibitors and producers should all make money and plenty of it on good pic- tures, we are moved to describe the presenta- tion enthusiasm as mistaken and coming under the popular though possibly low term HOOKY. We appreciate the art of Sid Grauman and the genius of Row, but their fields are their own and not for general imitation. The good picture brings its own crowds. The p)oor picture keeps them away and that is likely to be the situation for long years to come. Harry D. Brown'in $50,000 Cinema Expansion Program Harry D. Brown consumated arrange- ments last month whereby the Cinema Studios Supply Corporation, Hollywood, will under- go an expansion to the extent of $50,000. This addition of this capital to the re- sources of the corporation will enable that concern to make new additions to the shop and increase lighting equipment service ren- dered the motion picture studios. This ex- pansion, according to Brown, was necessitated by the growing needs of the motion picture industry. He predicts an unprecedented year of cinematic activitv for the Hollywood dis- trict. ^I^^I^l^^l^^l^lSiiill^llvWixwiWiJW NO CATTlERA can be better than its lens. There is a life-time of satisfaction and pride for the otuner of a Carl Zeiss Tessar- —the lens which is doinq the world's finest photography. Amonq prominent users of Zeiss Tessars are the U. S. Army Air Service, The Rational Qeoqraphical Society, The American Museum of natural History, Famous Players and a leqion of others. The Tessar fi.5 is standard equipment on the finest imported cameras. For qreater rapidity there is the 'Tessar f3.5 and the Tessar f'2. 7 has recently been introduced. For rapid distance -photoqraphy the Tele-Tessar and for photo-enqrauinq the Aprocbromatic Tessars enjoy an enuiable popularity. IDhich cataloque may tue send you? 'Zeiss Photo Lenses' The neo» Extra-Rapid Zeiss Photo Lenses" (f2.7 series) 'The Tele-Tessar' "Optical Instruments for Process IDork" Harold M. Bennett 153 U7 23rd Street lieu; Uork A NEW LENS "That has made good" Large aperture F:2.3. To a large extent responsi- ble for the Bas-relief, or solid appearance of the subject on the screen. Good definition over the entire field, yet not harsh or wiry. A portrait lens In short focal lengtlis lOmm, 50mm, 76mm, with full closing diaphragm. Price is reasonable 40mm $50.00 r.Omin 50.00 75mm 55.00 A trial wiU be satisfying ASTRO-GESELLSCHAFT, mbh., Berlin FOR SALE BY MITCHELL CAMERA CORPORATION 6025 Santa Monica Blvd. - - Los Angeles, Calif.