Exhibitor's Trade Review (Mar-May 1925)

May 23, 1925 Page 39 Century Sticks to Two Reelers Consistency in Their Policy To Produce Shorts Only Reason For Success WHY has the Century Film Corp. consistently adhered to their original plan to produce two-part comedies exclusively? Why hasn't this concern followed in the footsteps of other fun film producing concerns and released feature length comedies ? These questions and other similar ones have been propounded so many times in film circles that Julius Stern, president and general manager of Century, now comes forward with a reply. "Feature length comedies of merit are an exception for the reason that there is ho other type of screen entertainment so difficult to produce. There are many five and six-part comedies turned out by the producers from time to time and I'll venture to state that less than 10 per cent of this number are successful releases from any point of view. The remaining 90 percent are dismal flops both as box-office attractions and as entertainment. "To sustain interest in a five or six-reel comedy and to make your fun original and convincing, is indeed a difficult task," continued Mr. Stern, "and for a producer to continuously turn out a program of four or more feature length fun films of merit a year is almost an impossibility. For this reason and because there is a far greater demand for the two-reel variety of comedies, we have consistently followed the program we mapped out when we founded Century just eleven years ago." Julius and Abe Stern, officials of Century, attained success in their motion picture endeavors because they have always worked with one hand on the pulse of their public, it is said. That this statement is a fact is evidenced by the unusual popularity of their product during the eleven years they have been in the film business. During this period they have produced and released more than 600 comedy pictures and every one has proven a money maker. This little concern has progressed with the times until now it is a dominant factor in the motion picture comedy field. 'T'HAT numerous well known players allied with the serious drama of the screen are now turning their eyes toward the comedy division of the motion picture field is the contention of Julius Stern,' president and general manager of the Century Film Corporation, who declares that real artistry is now essential to the production of fun films. According to Stern, actors who heretofore scoffed at the lighter form of screen entertainment as a medium of expression, are now applying at the various comedy lots for employment, not alone because of the almost continuous production schedules of these concerns and the assuredly weekly pay check, but also because they have come to realize that there is just as much opportunity for real artistry in comedies as there is in dramatic pictures. "During the past few months we have added to our stock company of players three or four actcrs of national reputation, including Charles King, formerly a featured player with Universal ; Jack Singleton, for many years a popular leading man of the speaking stage ; "Tony" Hayes, erstwhile musical comedy star, and brother of Edmund Hayes, the noted "Wise Guy" of big time vaudeville, and Earle McCarthy, former dramatic screen actor, and others. "These artists received their training on the legitimate stage and in screen dramatic work," continued Stern, "and they bring to the motion picture comedy an artistry heretofore unknown. The day of ordinary clowns and buffoons in screen comedies is gone and in their stead have come a new class of stellar comedians." "Pinto" Colvig, noted newspaper cartoonist and writer, is another new member of the Century comedy circle. A college man and the son of Judge William Colvig, noted Jurist of Oregon, the former newspaper man turned to screen comedies as a greater field for expression and he has appeared in a number of Century fun films recently, including "After a Reputation." It is the prediction of Stern that within the next few years the ranks of the stellar dramatic stars will be fairly depleted by an invasion on the part of the artists of the. serious pictures in the realms of lighter photoplay entertainment. EVIDENCING the great popularity of Wanda Wiley, Century comedy star, various producers of serious silent drama have been making strong bids for the services of the comedienne whose meteoric rise in the picture world has been the subject of much comment of late. But Julius Stern, president of Century, is not ready to release petite Miss Wiley to any other producer. He has already formulated ambitious plans for her future as a Century star and to date he has rejected numerous tempting offers to farm her out. An athletic type of girl, but without previous experience in picture work, President Stern placed Miss Wiley under contract about a year ago, after giving her a try-out at the Century lot. The producer at once saw great possibilities in the girl, whose previous experience in the business world was gained as office secretary in a dentist's office. It was because of Miss Wiley's charm and pep — or, personality, if you will— that the Century executive gave her the opportunity to become a star in the film firmament. Today Miss Wiley, besides ranking as one of filmdom's greatest comediennes, is acknowledged to be the most daring feminine stunt star in pictures. Her exploits with her motorcycle and ponies are too well known to the exhibitors and fans alike to need chronicling here. Furthermore, this dainty little star has gained somewhat of a reputation as a dramatic artiste, else why would such world famous producers as F. W. Murnau, director of "The Last Laugh," and others, seek to purchase Century's contract with this popular little actress? Among Miss Wiley's most recent Century releases are "The Last Smile," "Home Coming," "Looking Down," "Nobody's Sweetheart, "Don't Worry," "Boy Shy," and "Getting Trimmed." Each of these comedies is evidence of the stars' great dramatic ability, daring and native sense of humor. According to Julius Stern, the Wiley productions are becoming more popular with the first run theatres throughout the country with each release of the comedienne and only recently the Rialto Theatre, New York, featured Century Comedies with Miss Wiley for two consecutive weeks. Three of the best known comedians in the comedy world are in the pictures, center column. The photo on top is Edna Marian, and center is Wanda Wiley, two live-wire Century stars. On the bottom is the famous character, Andy Gump, portrayed by Joe Murphy in the "Gump" comedies released through Universal.