Exhibitors Herald (Jun-Dec 1917)

WHOLESOME FILM CORP. TO GIVE PUBLIC IDEAL PLAYS Pictures to Appear on MarKet About September 1 Will Be Adapted from Clean Literary Worhs and Will Feature Authors, Not Stars By M. J. WEISFELDT * Leading psychologists and other authorities on the subject are responsible for some astonishing deductions which can be made relative to the motion picture industry, what part it is playing and will play in the educational development of the younger generation. Prior to the advent of motion pictures into his daily life, the short-trousered youngster was absorbed in story books of fact and fiction, which kept his imagination active and his brain busy. The youngster's liking for books developed him along wholesome lines, and at the age of twenty-one the average boy, or girl, has reached a point of fairly good knowledge of the best authors and their works. Xow, however, the motion picture theater has thoroughly insnared the sane youngster, and he or she finds little time to read books. Figures show that a far smaller percentage of boys and girls today possess public library cards than two decades ago. before the motion picture became a staple. Nowadays they unconsciously depend upon the motion picture for development of imagination. Presents Appalling Features This situation presents appalling features, the greatest of which is the fact that quite a few of motion picture productions today are morbid, risque and wholly bad for the young idea. Thus we find the youth whose mind and imagination are being developed by motion pictures, becoming enthused over the seductive vampirings of a certain actress, or becoming a lover of the morbid, sensational drama. Rather than developing a liking for the works of a certain author, the youth is developing a liking for a certain so-called star. The logical future of the motion picture is not to be the purveyor of erudite plays for the sophisticated few, nor morbid drama for the lovers of sensationalism, but to be the purveyor of clean, wholesome pictures to that vast army of amusement seekers whose own lives and the lives of their children are tempered by the dictates of decency — those who will not tolerate filth in whatever form it may be presented. This is entirely in accord with the idea of Wholesome Films. When its pictures appear on the market about September 1, the author of the story, be it Dickens, Stevens, Rex Beach, Clara E. Laughlin or others will be featured instead of the so-called star. It will be the author that will be identified with the story rather than a certain actor or actress. Will Take Place of Story Books The advantage of a policy like this can instantly be appreciated. The screen will present the works of good authors whose wholesome stories are and will be the kinds that will develop the minds and imagination of children along the proper lines. Wholesome pictures will adequately take the place of story books of fact and fiction. While the youth is being wholesomely developed he cannot help but acquire a certain literary education which will stand him in good stead throughout his life. In this way Wholesome Films Corporation is decidedly * General Manager of Wholesome Films Corporation. different from any of the producing companies now engaged in the production of motion pictures. Figures prove that one in ten persons finds time to do any considerable amount of reading. The other nine depend upon motion pictures to a great extent, for the stories of love, romance and adventure with which the human mind likes to beguile hours. These figures show that Wholesome Films will fill a long-felt want and that the demand for them among motion picture patrons will be large. To Use Good Literature \\ holesome Films will bring to the screen, stories that have won literary recognition. It will be presented in such a way that the motion picture audiences will gain from the picture, the same impression and cultivation of mind, as though each person in the audience had read the book or the story The question, "Have you read the book?" can be affirmatively answered by the one who has seen the picture. Thus it will be possible through the Wholesome idea for a person, young or old, to acquire the same knowledge and impressions in an evening or afternoon at the theater that in reading would take weeks perhaps. "LIVE WIRE TIP" OF MINISTER LEADS TO HISTORIC FEATURES SHOWING OF "CHRISTUS" FILM TO "YOUNG AMERICA" It is not often that a clergyman volunteers a suggestion for the exploitation of a motion picture — and still less often, perhaps, would a clergyman's suggestion class as a "live wire tip" in the picture industry. It remains, however, for Rev. William Carter, D. D., pastor of the Throop Avenue Presbyterian church in Brooklyn to give Historic Features, Inc., owners of the American rights of "Christus," a suggestion which has appealed strongly to them, both as a means of promoting the picture and of "doing their bit" for Uncle Sam. Inspired Men at Front Dr. Carter is a director of the church and the School Social Service Bureau, which is interested in educational and uplift work through motion pictures. A close friend of his was in France, several months ago, when "Christus." playing at one of the largest theaters in Paris, was exhibited, under the auspices of a special committee, just behind the battle lines to soldiers, wounded or on furlough. The effect of the picture as narrated to Dr. Carter was" to inspire every man who saw it with a higher patriotism and with fresh courage to face death for a righteous cause. "Every boy in our army and navy training schools, every boy scout, every lad is military school or high school should see your picture," wrote Dr. Carter to Historic Features. "It will inspire them to fill watever place may be theirs, now or in the future, in the service of their country as nothing else can." "Young America" to See Film As a result of Dr. Carter's recommendation, Historic Features now is arranging for the showing to "Young ■America" of the photodrama which inspired the soldiers of France with a higher sen.se of patriotism than could, perhaps, have come to them in any other way.