New York Clipper (Aug 1915)

August 28 EQUITABLE OUTLINES ITS PLANS. IIEW FEATURE CONCERN MAKES AUSPi aOUS S TARL "TMLBY/* WITH ALL STAR CAST. rlt^ NEW YORK CLIPPER "Irplaad. a NattoD," attracted such widespread attention. Is baslly eQ!;3xod od "Human Carjoe*." for Kqultuble. "Uiininu ('urg>H-fl" promises to »x- c^.>d any of the previous MvNamnra rreatlona. Ha la also permanently wlt^ Erjuttable. mrriAL release. \ TtirouKb Its newly appointed disseminator of publicity Harry Relcbenbocb. wbo performed 'II^° valunble services for '.be LasKy concorn and more recently brougbt the Metro Into prominence a coDtonder In the feature field, the Equitable Pic- ture Corporation In the following text announces the scope of Its plass, Its ambitions, hopes and siros. As may be gleaned from the appended description uf the Equltable's plan of production and distribu- tion, the new concern starts under ausplclounly favorable cldcumstoncca, which augers well for Its success. FELIX FEIST AND LEWIS J. SELZNICK, EXPEHT HELSISMEN. or the am'.y of new einrants Into the realm of liinidou. undoubtedly the most serlons is tlip rcwiy formed and already active Equitable ric- tur>s Corporation closely allied with the 'WorM I'llm enterprise. Ere the forthcoming week has -naued. an announcement startling in Its incep- tion and broad in the vogue It wlIF create, will oc made. Kellx F. Feist, perhaps best known from bis favorable work at the lie.td of an hnportant Chi- cago Dim exchange. Is geuur-il manager of the new Equitable, and an jiarmonloua affiliation ot Ideas, conjunctional bollef la the future of the Ulm Industry and deep mutual admiration and rf.siitct for each other's accomplishments and oljllltv, link Feist and Lewis J. Selznick together in vhat will prove to be tremendous efforts. If the plana of the organization materialize as In- tended. V ALL KNOW BBRNIE. Beloved by al! and heading, to the mlnntest de- tail, every productlonal effort of Equitable, comes ■•Bcrnle." Isldor Bernstein, creator of Universal City, and dealer In system and effldency on a "Wholesale scale. "Bcmle," too well known to re- quire anything here, save a bare outlining of hl.-i activities. Is one of the angles of the powerful organization |rbleh cornea Into the fleld now, when the netbods and manners and means of proauctim lire constantly changing. Mr. Bernstein will Imt directing genius of the E>]ultable, and -while hia spodflc duties are manifold, the exhibitor who con- templates dealing with Kqultable. need best know tbat Isldor Bern&teln will be present, in -tplrlt. or. vvery b-creon showing cu Kqui table product. BUSINESS STAFF DEPBN'D.\BLE. The executive staff of the Equitable Corpor.itlon boasts a number of men of precedence In fllmdom. Arthur H. Spiegel, whnsw doiirlshlng merchandis- ing plants through ths Middle West, denote bim a man of arrumen, success and more than a fair Khn,' uf Judgment. Is the guiding spirit at Emilta- li!e .ind shares the suite of General Manager Felix F. Feist. WILL PRODUCE TEN PICTURES BEFORE RELEASING. The Equitable Pictures Corporation, now in the seventh week of Its actual existence, la foUowdnc a plan heretofore unattempted In the history of this new end uncertain science. That the Innova- tion has not been tried before evidently owes that fact to limited capital. The-Equitable, before one release eem the light of screen day, will have In Its possession ten pictures of which tbere can be no nnccrtalnty of their quality and calibre. Six directors, men of tradltjon In the trade, and men whose work has created places for them in an overcrowded Held, Lave been actively engaged In productlonal activities for the past seven weeks, and will continue for the forthcoming five weeks, and the re«ult of their efforts, if these efforts reacti the standard Equitable baa set Itself, tlien the pictures will reach the market. There will be no costly and benrtbrcaklo.; "failures" released owing to the lack of releasing material. There will be a sufficiently large supp'.y of pictures on hand to constitute the first eight releases ere one picture is sent through the wide cbanncls e.f the mother company, the AYorld Film Corporation. <<TRILBY" INITIAL BID FOR FAVOR. Four of the first ten pictures to be released have already l>ecn selected by the examining board ot the Equitable. The Initial release, although un- seen as yet by the trade reviewers. Is said to be a magiilDcent production of ".•Trilby," with apowcr- ful combination of noted players, beaded by the dlstlngulsbed ootor. Wilton Lackaye. and the queen- ly Clara Kimball Young, and having In support a cast of players, unsarpasscd In point of histrionic ability. "Trilby" in its plcturized form, according to the authorities who know, will be .one of the greatest surprises In tbo history ■ of features and another feather In the cap of Director Toumenr. "Trilby", will be rclccsed Sept. 21. and will be followed In order bv productions made by Inco, Seay, Culll- eon, GoI'dcn and tMcNamara. HAS EXCELLENT DIIIECTORIAL STAFF. .Vmong the directors already at work arc John Ince, of the famous luce trio, and lately one of the shining hunlnarlea of the Lubin forces. Mr. Ince has long harbored" a doflre to concentrate on pictures big enough to require thought, time, kimwledge and supremi; attention to the all im- portant matter of atmospnere and environment, and has been allotted «. series of serious vehicles ■n-hUh will require the beat efforts of this prolific crtstor. Webster Culllson, TrtiOiie creations mode on tJie buctis of the Arizona deserts In the interrsts of I-:clalr. Is grinding slowly forward the completion cf "The ItMidgcon," In which Kathryn- Ostetman will b<- seen. This tc&ture will characterize the Equitable contribution to the World Film about Oct. 28. . . _w • Joseph Golden, a pioneer producer, whose rise In filmdom marks every milestone from propert.^r man, salesman, dlroctor, executive, manager and tllm deliverer. In the early days when even the star put on his "overalls and helped out." Is de- voting bis knowledge to the efforts of the EquitJhK', and U featuring Hilda Spnng, In "Divorced." his f.Tst work. CbaSL Seay, known ttaroogbont the trade thiticgh his long assoc'atlon -w-lth ISdlson, where Ills greatest works still stnod as monuments to keen efficiency. Is handMns the company, at pres- ent headed by Thomas Wise, in "Blue GraBS,' by Paul Armstrong, and is a peniiaaent, valued fixture with Equitable. _ _ . wtltst McNamata. wlioit "Xrolllc la Ssol*" and EQUITABLE WILL INTRODUCE NEW IDE.t. IN .ADVERTISING. Among the principal featui'p.i to be Inaugur.ited by Eqiiilable Is the idea developed by Mr. Feist rnd Mr. Selznick of using the leverage of local (xblbltors advertising to aid (be exhibitor, without (-xpensc of trouble to the exhibitor. This system Las been n&ed to advantage by several lar;(e na- tional advertisers, and will be adopted just prior tn the first Equitable releise. Not one dollar of Equitable money will hn squandered In publications with waste circulation.- The hundreds uf thousands of dollars required to 'conduct a campaign In national weeklies outside ot.-.the recognized motion picture trade papers, will be turned into screen value and absolute direct aids to the Individual exhibitor. The news service- will begin within the week, nnd the money sftved on this direct metbod will, according to General Manager Feist, be guided into local channels with Immediate results to any exhibitor on the regular Equitable roster. Thz Eupbess Theatbb <m Spring Street, fomier humc of ihe Sullivan & Consldine Circuit, Y.as been cdded to the list of motion picture the- atres. It Is a large house, and will be on the r.lckcl and dlme*ordcr. 19 CUB RELEASE DATE CHANGED ON nUTUAL PROGRAKL A shift has t>een made In the release day of thn Coo comedies on the Mutual prosram. Up to and Including the release of. SepL V, the Cub one-r<N>lPi-« have ana tvIK he "relvased i^u T^iurtdavs but begin- ning the WM* of Sept. 1.1. theseTiavld Horsl.y Srocucuons will be releaseil on Fridays. ■ The rst -release by this orrangi-ment will then bo made' l->tday, Sept. IT, ond eoDtlnurd on that dny thereafter. 'Although new on the Mutual program, the flr-:t ii^etKe having been mad» .\ug. 19. thpKe r<>racii:es are already much In riemand. Pre-rc'.eus^' date ex- Mbltlons were given for the bt-ncllt of Mutual cx- hlUlors and- tbe-Cub warmly welcomed. George Ovey, who Is said to be the funniest man In America, Is featured. in all the Cub releases. Uvey is a .particularly gifted fellow. He is an excellent . pnntomlmlst. ' with a great range or f.idal expression. TilUa he gives the character he plcys amusing togjhea of by-play, and In the situations brings Mt more strikingly the funny points of ttae story. In all of the Cub releases made so far he as- sumed' the character of Jerry, a whimsical fi-llow. who finds It an-utter ImpoHslblUty to keep nut of trouble. Once he gets Into It he sinks de><prr nnd deeper, the fun Increasing meanwhile. Tli- character la original and fanny, and In the hands of Ovey brings out an unusual nnmber nf laughs. The new Cub Is an assured success on the Mutual program. ' LUMN EMPLOYEE DROWNED. Wurren Ash. a chauffeur employed by the I.iihin Co.. of Philadelphia, was drowned last week while bathing at .\thintlc City. George Terwilllger anil J. '.\llen Iloone mnde futile efforts to save the ud- rnrtunate-t>oy. Mrs. Terwilllger, the wife of the I.ubln .director, narrowly escaped a similar fate, but was rescued in the nick of time by Mr. Uonuo. ST. PAUL AND MINNEAPOLIS EX- HIKTORS FORM A LEAGUE. Exhibitors of St Paul and Minneapolis met recently and formed a protective association, wlilrli will be Incorporated under the title of the M. 1*. Exhibltom. Inc.. of Minnesota. D. C. Rodgrrs. oi Minneapolis. Is president Albert Hill, vice prisl- dent, and Edward Heinz, secretary of the new lea(;;.uek The organization is a co-operatlvv propi>- SltlOQ. AMERICAN FILM COMPANY, INC., Presents INFATUATION A Four Part Mutual Master Picture Featui.*ing Margarita Fischer Here Is a'wonderful faatare—good for several days' nut Data of Release Sept. 2 A youne girl wbo hangflrs for love loses her heart to a matinee idol of the •'Ten-tweDty-thirt'." A strong story, told in an nnoonveational way—the film ver- sion of the fkmoos novel, ••Infatustion," by Uoyd Osbourne, published by the Bobbs-Herrlll Compaoy. A DiVmE DECREE A^wo Par t "F ly^iig A" Drama, Featuring WlNUe'HBD OBKtlM WOOD and KDWABD COX£K Directed by Henry Otto. \ Data of Baleaas Aug. 30 UNCLE HECK, BY HECKv GREEN APPLES American <'Beauty* Comedy \ American "Beauty ' Comedy Drama, Featuring \ Drama, Featuring BEATBIC£ VAN. JOHN. 8HKB. \ "NEVA OERB£B HAN, JOHN STEPFUNO \ WEBSTEB CAB1PBE:I<I> Direction John Steppllng Direction Archer IfacMackln Date of Release Aug. S8 Date of Release Aug. 31 THE SPIRIT OF ADVENTURE A single reel "Flying A" Drama, Featuring - JTLVJAm HJOH-WAIiTEH SPENCER JACK RICHARDSON Date of Release Sept. 1 Each ot these relefues is distributed throughout the United States exelosively by Motnal Film Corpontlon AMERICAN FILM COMPANY, Inc. S. S. HUTCHINSON, President Chicago, Illinois.