The theatre of science; a volume of progress and achievement in the motion picture industry (1914)

114 C&e C^eatte business era. Moreover, there is nothing to indicate that he will not continue as a dominant figure on an overwhelming scale as long as he is identified with the vast industry which he has helped to make what it is to-day; not through luck but principally because of ceaseless toil and partially because of a personality electrically magnetic at times and ingratiating always. It must be understood that while theatrical methods in the booking of feature films have been in evidence for several years in a few instances, the changes that are likely to become permanent before the year is ended will have been created by what is now called the "Broadway Movement." When "Quo Vadis?" broke records throughout the country, attention was naturally directed to the manner in which the colossal Kleine-Cines production was exploited and as Mr. Kleine left the booking to Messrs. Cohan and Harris, the great financial results were generally attributed to a resort to theatrical booking methods, and also were the main incentive for the erection by Mr. Kleine and his associates of the new and commodious photo-playhouse in the heart of New York's theatre zone. Moreover, the unexpected public response to the Vitagraph Company's bid for Broadway honors and the attitude of the important press in according to the inaugural night the same space consideration that is usually given to the dedication of the so-called legitimate theatre, all contributed to open the eyes of film men to the need of adopting new methods to exploit the costly productions which now seem alone to carry a large appeal. It is now thought that the feature film productions will be gradually separated from the long-established exchange system — though there are still thousands of