Close Up (Jul-Dec 1928)

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CLOSE VP gures are of interest. A total of eight hundred pictures will be made in Hollywood during the 1928-29 fiscal year. These productions will involve a cost of one hundred and fifteen million dollars and will call for the emplo3niient of twentyfive thousand persons. The combined payroll will not be less than a million and a half, a week. Together the different producing companies will spend close to seventy millions in advertising. All available mediums will be used for this purpose, including radio. For a number of years such advertising as was done in the magazines was confined to trade journals devoted to the interest of exhibitors ; but now, in addition, the public is being directly reached by regular and extensive advertisment^ in the leading popular w^eeklies. All in all, Holh^vood looks forward to a busy year. With a now total investment in the picture industrj^ of one billion one hundred and twentyfive million dollars, it cannot indeed afford to be other than busy if it is to pay dividends on this enormous capital. * Director Murnau will divide his summer w^ork between Alaska and Kansas. Scenes in one of his forthcoming pictures call for arctic locations, while the harvest fields of the prairies are the required mise-en-scene of another — Our Daily Bread. Going afield for locations is perhaps unavoidable in the case «of these two prospective pictures ; but studios, in their present 75