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

0 1 ^ c i e n c e 327 day Mr. Adler is about as active a figure as one may find in the field of scientific public entertaining. Besides the Thanhouser brand of film, Adler looks after the pubHcity of the Majestic and Princess productions, and it is said he has never been away from his New Rochelle office for more than twenty-four hours. Though Mr. Hite has just appointed Adler as traveling representative of the various interests he controls, there will be no change as far as the publicity end of the same is concerned. The six years of service Adler has given to his employer have made his reputation nation wide, and his travels about the country should provide no end of interesting subject matter for the "copy" he so dcHghts in issuing. Chester Beecroft is often referred to as "the man with the lofty ideals," because he has been a prime factor in establishing many reforms, some of which were accomplished without the least benefit to himself. A former newspaper man and a born advertiser, Beecroft probably obtained the better part of his experience while identified with "Billboard's" editorial staff. As a writer on that widely circulated trade issue he was ever endeavoring to influence the producer and exhibitor to eliminate some of the nowforgotten catch-penny devices that gave to the primitive period of the picture theatres a ballyhoo flavor. While with the General Film Company Beecroft attracted no little attention throughout the industry by the sincerity with which he undertook to convince the hostile editors that the leaders of the film industry were not lacking in public spirit, that they were trying to raise the level of their productions and to eliminate primitive methods born in a less enlightened era. Beecroft also was persistent in his effort to induce