Cinema News and Property Gazette (1913)

March 26, 191 3. THE CINEMA. 7' " AT NUMBER 40. (A GERRARD STREET MECCA.) ■>•> The most casual observer of the innumerable pictures di>played upon th at our leading cinematograph theatres cannot fail 1 recognise and admire the productions of firms as the Lux Film Company of Pari-, the Nestor and Powers Companies of America, the Savoia Film Company of Turin, the Skandinavia Film Company of Copenhagen, and the Sascha Film Company of Austria. Showmen whose memories carry them back to the " dark ages " of the cinematograph will recognise in the Lux production an old and tried friend, whilst today there is scarcely a picture palace in the whole length and breadth of the Hriti-h Empire that does not contain one film at least which bears the trade mark of one of the fiLm manufacturers who have placed their agency for the British Dominions in the capable hands of Mes^. R. Prieur and Co., Limited, whose showrooms at No. 40, Gcrrard-street, London, W., are the Mecca of all showmen, who are really anxious to obtain the best for their patrons. Mr. R. Prieur, the founder of this enterprising firm, is a man of world-wide experience in the cinematograph industry. recognise in this a great tribute to the enterprise and tenacity of Mr. Prieur, as well as a sound, solid proof of the popularity of Lux films. Although the name of Messrs. Prieur and Co. is thiefly associated with the Lux Films, Mr. Prieur's influential connections in America have led to his introducing to the Fmglish market such popular films as the Nestor and Powers. Every week clients see a varied programme of from eight to ten thousand feet in length of films selected from the output of the Lux Company, the Nestor Film Company, the Powers Picture Play Company, the Savoia F'ilm Company, the Skandinavia Film Company, and the Sascha Film Company. Showmen who visit their showrooms at 40, Gerrard Street are, therefore, bound to find a good selection of films to choose from. All the showman has to do is to present his card, and request to see any film in the weekly issue of Messrs. Prieur's booklet, " Film Chat." He can sit in comfort, see it, and no effort is made to unduly influence him, for Messrs. Prieur's employees realise that time is valuable, and that the showman knows his own It is many years since he exhibited the first Lux film to be shown here in a small office in Basinghall Street. Since then he has gone on reaping the benefit of his enterprise, until at last we see him installed in a splendid suite — Film House, in Gerrard Street — of offices, and regard him as one of the tiptop manufacturers. When the American market began to develop, he was among the first to take a trip over to New York, where he established offices at East Fifteenth Street. Not only was Mr. Prieur one of the first men to establish a European Continental agency in America, but he is the only man here to retain the direct control of his own affairs upon the American market. The name of Prieur is equally as important in American film circles as it is in our own. All who are conversant with the conditions prevalent upon the American market will business. No exhibitor should be without the latest issue of Messrs. R. Prieur and Co.'s charming little booklet, " Film Chat," which describes all their latest novelties in a straightforward manner. The object of this booklet is not to induce you to buy, but to give you as fair an idea as is possible on paper of the productions. All you have to do is to ask to see that film for yourself. Messrs. Prieur are only too glad to show it to you. The Lux Studios are the largest in Paris. Although short comics are the forte of this company, they have produced many fine dramas. Such productions as " The Leopard Avenger," " Face to Face with a Leopard." and " Pursued by a Lioness " go to prove what excellent dramas the Lux Company can pro