Canadian Moving Picture Digest (Jun 1921-Apr 1922)

Arrow Films Make an Announcement Plans Have Special Exhibitors’ Interest NNOUNCEMENT of special A interest to the independent field in general is made by W. E. Shallenberger, president of the Arrow Film Corporation in outlining a new plan whereby the independent exchangeman can get at one time a sufficient output of high class two reel comedies to carry him throughout the entire year. This will be known as the comedy franchise plan, whereby the independent exchangeman can secure 52 comedies of the very highest class and calibre obtainable to be made by recognized producers and will feature some of the best known comedy stars in the motion picture industry. In an interview, Dr. Shallenberger said that a careful study of the market made by his various special representatives throughout the United States and his individual observation, developed the need of such a plan which they have put into effect with marked success. Heretofore, he stated, the independent exchange man had often times been seriously ° embarrassed by being unable to secure a sufficient output of high class comedies to take care of his year’s requirements. The reason for this, Dr. Shallenberger stated, was that it is a well recognized fact that it is a very difficult thing to produce good two reel modern comedies. In the first place, comedies today are produced on a scale which necessitates a vast expenditure of money and a great deal of time and work in filming. Many comedies, he says, are as costly to produce as the average feature and in many instances they take as long a time to make, the result being that it is practically a physical impossibility for any producer to turn out one good two reel comedy a week. With this situation in mind, the producing situation was very carefully gone over with the result that Arrow has contract-. ed with a number of different producers, each one recognized as being the best in their particular line to produce: a certain number of comedies per year, the total output -week. guaranteeing the exhibitor, one a The unique feature of this plan is that the independent exchangeman can secure them all on one contract or franchise and will be in a position to book them in the theatre en block, or in series, if he so desires. These comedies will be made by such recognized experts as Reggie Morris who has turned out some of the best comedies ever made in this country and will feature such well known players as Charlotte Merriam, Margaret Cullington, Jack Barry and Neely Edwards. Morris R. Schlank, whose Hank Mann and Spotlight Comedies established him as one of the foremost comedy producers in the country, will make a series featuring the former Christie stars. Eddie Barry, Harry Gribbon and Helen Darling, while S. M. Herzig will supply 12 comedies to be known as the Cruelyweds which embody a new idea in comedy production and will feature Paul Weigel and Lilie Leslie. This plan, according to Arrow officials, is meeting with great success and the franchises are being eagerly sought by independent exchanges, throughout the country. Dr. S. Shallenberger is most optinistic regarding the future of the independent exchanges and stated that Arrow anticipated the greatest vear in the history of their business. He pointed out the fact that they had already announced the unusual number of 36 super special productions ; 64 two reel conedies; 52 one reel comedies; 52 novelty productions and 3 big serials. He also pointed out the fact that Arrow was conducting an unprecedented advertising campaign throughout the entire country. He said that reports coming in from all over the United States indicated that the crisis in the industry has been reached and _ safely passed and that the motion picture business was now on the rapid road to recovery and that in his belief it would be only a short time until it had returned to normal. RROW Exchanges in New A York City announce that film fans will soon have the opportunity of seeing Ann Little in the latest Ben Wilson serial, ‘‘The Blue Fox. Other pictures scheduled for immediate release are a series of four productions starring Neva Gerber. oaitzes ty GOOgle ORD has been received by W W. Ray Johnston of the Ar row Film Corporation that work on the first Eddie Lyons-Arrow Comedy has been completed and a print is on the way East. This marks the first independent production of Mr. Lyons since the famous team of Lyons and Moran dissclved partnership. 7 a ‘SIDNEY A-FRANKLIN > PROLUCRE IN: iv Cy ee | AK First National PF iseraction “Not Guilty.’’ REALART STUDIOS HAVE WELLS HASTINGS LMER HARRIS, Supervising Director, announces the appointment of Wells Hastings as head of the newly formed title department at the Realart studios. The need for a separate and distinct title section was found imperative due to the rapid growth of Realart’s West Coast activities. Five stars and six directors are now working there and the present enlarged plant with its four stages is nearly twice its size of a year ago. Mr. Hastings is a graduate of Yale University and one of the founders of the Yale Dramatic Club. He was at one time editor of ‘‘Hampton’s Magazine’? and has been a regular contributor to a wide range of publications inetuding ‘‘Popular’’ ‘‘Century,’’ and ‘‘Ameriecan.’’ His first story for the ‘‘Century’’ was bought by Douglas Doty, then editor but now also a member of Realart’s editorial staff. Mr. Hastings has written several originals for Dorothy Gish, as well as a number of novels. His latest work for the screen was the titling of “A Light in the Clearing,’ a T. Hayes Hunter production. In his present capacity, Mr. Hastings will take from Mr. Harris the work of titling the productions of Bebe Daniels, Wanda Hawley, Constance Binney and Mary Miles Minter, leaving the Supervising Director free for the selecting of new stories and the supervision of the scenario writers. Milton Sehwartz will assist Mr. Hastings in his new dutiés. Released thru Regal. Page Fifteen