Camera - April 14, 1923 to February 16, 1924 (April 1923-February 1924)

Page 20 'The Digest of the Motion Picture Industry' Cam ■! Ill Real Value of Publicity By FRED W. FOX This article, by the Editor of "Camera!", ivas published in the August issue of HUNCHES! a journal devoted to the interests of the Los Angeles advertising fraternity. It is republished here by request, u-ith the hopes it n-ill prove of interest and possible value to some of our readers. Several very interesting articles relative to the services rendered by the publicity agent have been published recently in some of the foremost national and regional Advertising trade journals, and it is interesting to note in this regard, that perhaps the most prolific field for publicity men lies in Los Angeles and its immediate environs. Not necessarily those affiliated with the motion picture studios, but the independent agent who is equipped to handle commercial as well as professional accounts. One authority stated that the time will come when every large Advertising agency will maintain at least one man to specialize in publicity lor its clients. This system has been tried and found successful in some of the larger cities of the country, but possibly the real value of publicity is evidenced in the manner in which the Famous Players-Lasky Corporation, Goldwyn Pictures Corporation, and other large production companies have marketed their pictures through the combined power of abundant Advertising and regular, dependable publicity. With them, the publicity department is a distince unit, and under the management of a man who is an expert in that one phase of work — publicity. Usually these men have had years of experience on newspapers, and are personally acquainted with the various editors, knowing just what type of material each one handles. The real pioneer in this line is the independent agent who is not restricted to one account, or group of accounts. Due to the varied nature of his new and different accounts he must be on the job at all times. Devising new angles for the news matter that will meet the approval of the editor and the reader and yet ha\e publicity value for the client. It is in this field that you will find the young blood; the "publicity manager" whose dependability and straightforward manner of handling press material is li 'idly supplanting him in favor of the oldtim* "press agent" of by-gone circus days, the adjective artist whose copy fairly burned with big words, tremendous phrases and — legend. He is the one who is rapidly winning the respect of editors and Advertising men, and his mission is solely that of supplying live, vital news to editors, in which he can sell his clients to the readers. The news bulletin and feature story have, to a large degree, been substituted for the "press stunt" of yore, where the news of an imaginary train wreck appeared several weeks after it had been turned in to the editor. Free passes and cigars have diminished, too, for the editor has come to realize that the publicity agent is sup plying him with a valuable service, at nth^S whatsoever, and that it would be humanhQH possible for him to cover the territory iBl the various agents comb, and present theJJT terial while it was still news. , A In my opinion it is not necessary for Hj entering publicity work to have had yea IB newspaper experience, although this is asset. The thing is to get the editor's togfl copy, find out what he wants, and whe hi wants it, and get it to him promptly and larly. If an editor finds that he can depe certain agents for truthful and timely matl it is reasonably sure that these agents wil] frequent and big play in his paper. There are in the Hollywood field today l independents who are equipped to serve cies and commercial accounts with the facility they are employing in their profes; work, and the time is not far distant many of them will be called upon to co-op I in the marketing of worth-while products cl commercial world. I believe they can put w merchandise through news columns in a | similar to the manner in which they hav ploited celebrities and newcomers in the bt field, and they can bring to the publicizii these products a touch of romance that nc else can emulate. Trouper Joins Jack White "Bobby" Burns, popular comedian, writer and producer, has been added to the Jack White scenario forces, and will work with Al Ray in the preparation of stories and "gags'' for the Mermaid, Juvenile and Cameo brands of comedies. Mr. Burns has had wide experience in the acting, writing and direction of comedies since leaving the stage more than ten years ago. Most of his work has been done in Florida, and he has just come directly from Jacksonville, with the intention of spending at least one season in Los Angeles. He has been here only once before, three years ago, on his honeymoon. As a stage comedian and dancer, Mr. Burns appeared in early editions of the Ziegfeld "Follies," and was principal clown in the New York Hippodrome show that played a road tour. He was for three seasons in "Babes in Toyland, and in "The Wizard of Oz" he understudied Fred Stone, and himself played The Scarecrow for several seasons on tour. It was his playing of the limp and raggedly stuffed man that led to his first film appearance when, in 1908, Frank Baum made a sixreel hand-colored feature from the famous Oz series. Mr. Burns played in the feature and when the rights were later sold to Selig, Mr. Burns again played The Scarecrow in the six one-reel subjects which were made in Chicago in 1910. Soon after, Mr. Burns went with Lubin, and was featured in their comedies made in Florida. He organized a company and made a series of one-reel comedies, whicn he sold to Kalem, Pathe and other distributors. He appeared in the Vim comedies, also made in Florida, and it was this period that he first met Al Ray, now Jack White's scenario chief, who was at that time playing juvenile leads and learning the business. Mr. Burns has successfully fulfilled a number of contracts for series of comedies which he wrote, directed and played. Most of his work has been done in Florida, and he owns a studio near Orlando. He made a series of comedies for Reelcraft, three years ago, in Yonkers, New York, in which he introduced Jobyna Ralston to the screen opportunities of which she has made such good use. With the announcement that Rupert Hughes, author-director, had completed the continuity on his next picture-story, ana would begin work upon it as soon as his cast is selected, Abraham Lehr, vice-president of the Goldwyn company spiked rumors that this studio would join the general shutdown. Hughes will film an original screen story written and adapted by himself, to be called "True As Steel." He is now considering players for the production. Hughes recently completed editing of his last picture, to be released in the near future under the title, "Reno." It is a study of the divorce problem in America, produced on This week at Laguna Beach completes the outdoor locations. The book title will probably be used for release. Eddie Phillips has returned from Catalina Island where he spent three weeks <>n location with Reginald Barker, who is directing "Cape Cod Folks" for Metro release. Phillips plays the juvenile lead opposite Renee Adoree, and son of Frank Keenan, who is returning to the screen in this film. Some people possess leaping imaginations and they glory in propagating weird rumors but the average civilian cannot hope to compete with the average doughboy. An "army rumor" stands alone and can be talked all cut of shape quicker than a motion picture promise. This idea is being developed by the Christie comedians with Neal Burns as the star under the direction of Scott Sidnev. The fourth picture of the present series of the twelve a year program outlines by the Gerson Pictures Corporation of San Francisco, has been completed. It will be called "Getting Her Man," according to present plans, as the story is built upon secret operations In Alaska. Miss Ora Carew has an appealing role in this story as she appears as a girl of undaunted courage, determined to carry out the work of her injured brother, that of rounding up an organization of clever criminals. There are many thrills particularly when the girl is captured by members of the gang and is rescued only after a number of dramatic experiences. The scenic background of this production is particularly striking. Miss Carew and her company spent ten days in the wildest portion of the La Honda Mountains of California which is said to be an exact duplicate of Alaskan scenery. The picture was written and directed by Tom Gibson and the cast is a strong one. Jay Morley has the leading male role opposite Miss Carew while Miss Helene Howell, Hal Stephens, Eddie O'E George Wellington and a nu of others. "Getting Her Man" will ready for the states rights m early in January and will bt of the strongest of the series. The first picture made by eral Manager Berthold Befgi the Gerson organization for series was "Waterfront Wol a story of San Francisco Bay Chinatown. The second was ' ing the Limit," a story of a regeneration, while the third "Three Days to Live," treatil| a crafty Hindu who plans to out a long standing reveng the I'nited States. Miss Carew has the sta role in all these pictures with Morley as leading man. Start Work on Thri Work is just getting under at the William Fox West < Studios, Hollywood, on Tom ingham's production of Linco Carter's famous melodrama Arizona Express," adapted fo screen by Fred Jackson and R N. Lee. The cast, which is all includes Pauline Starke, fern lead ; Evelyn Brent, fern heavy; Anne Cornwall, fla Harold Goodwin is the juv lead; David Butler, the str lead; Francis MacDonald, heavy with Frank Beal and liam Humphrey also in prom roles. As soon as Chester Bennet] rovers from his recent oper caused by a nervous breakdov is going to start producing a series of society dramas sta Jane Novak. He is recuperating rapidly expects to be on the set <withtM neeks.