Exhibitors Herald (Jun-Dec 1917)

EXHIBITORS HERALD 19 PROGRAM GAINING— NOT DYING, SAYS WILLIAM A. BRADY, IN ANSWER TO REPORTS Demand for World Pictures on Established Plan Is Greater Than Ever Before, Producer Asserts; Is Amused by Contrary Statements "I derive considerable amusement," said William A. Brady, director general of World-Pictures, ''from reading a statement that finds its way into print at rather regular intervals to the effect that the program system is slowly but surely dying off and that there is no hope for the future excepting through the specials. But for these, we are assured every month or so, the whole motion picture industry would be cast up on the rocks and dashed to splinters. "As the manufacturing and distributing corporation with which I am connected is the only concern in this country adhering absolutely to the program in principle and action, I suppose its members are in a better position than other persons to know just how the situation stands. I am therefore able to say positively that the program, so far as the business of World-Pictures may be regarded as an indication, is vastly better off than at any time since the first animated photograph was taken. Says Program Gains "Instead of being in a forward state of decomposition, as the disciples of the specials would have us believe, the program is gaining strength and momentum every minute. It is in no spirit of boastfulness whatsoever, but merely as a matter of actual record that 1 say the demand for the WorldPictures program is enormously greater at this time than ever before. "This is important not only in the personal sense (for it is but natural that we should be very much gratified at the existence of such a condition for our own sakes), but as justifying our stand for the program in the face of constantly arising opportunities to 'wildcat' for large immediate profits. I have said before now that our prin One of the most beautiful film theaters in the country, the Lincoln/ Square, was opened in Decatur, 111., July 4. The theater seats 1,400 persons, is entirely fireproof and has a washed air ventilating system. The picture screen is placed amidst beautiful scenic surroundings painted by Eugene Cox of Chicago. Among the big special productions ciple is not a matter of philanthropy or benevolence, but a plan to build up a structure which will stand the test of time. "We are out for business that will be here next year and ten years hence, instead of trying to grab everything at once and let the future take care of itself. Predicts Glutted Market "Meanwhile a careful survey of the conditions surrounding the specials will indicate that the time is rapidly approaching when the market must inevitably be glutted. The public, quite obviously, is growing more and more exacting as the promises of the producers increase in glowing terms and emphasis and the number of these productions expands. "Nobody can go on selling plated jewelry as solid gold to the same customers indefinitely. A forced run on Broadway no longer means anything to the motion picture fan, and it long ago ceased to impress the exhibitor. The point has been reached where the special has got to make good on its advertising. In other words, if the merit is not there the public finds out about it in an amazingly short time. Always Healthy Demand "The recurring publications of the impending dissolution of the program really mean nothing. There will always be a healthy, solid demand for dependable pictures, which are an insurance beforehand to the exhibitor that he will make a profit, and to the public that it will not be disappointed. "I should like to be as certain of everything in life as I am of the steadily and permanently increasing volume of demand for • World-Pictures Brady-made, which are as true to the program principle as the magnetic needle is to the Xorth pole." %^ing shown at the new theater are the K-E-S-E features. The Lincoln Square Theater is located on the circle in the heart of Decatur. Among the special features is the splendid orchestra and the service offered the patrons by the employees. The manager, Xate Erber, one of the former owners and former manager of the Fischer, located at Danville, will handle the house. MARION DAVIES. STAGE PLAYER, NOW WORKING IN ARDSLEY CORP. FILM George W. Lederer Wins Star Away from Footlights; Now in "Runaway Romany" Miss Marion Davies, one of the principals of the "Oh, Boy" company, the stage production which ran for some time at the Princess Theater, Xew York, has left the company and will appear soon under the Ardsley Art Film Corporation banner. Miss Davies was won away from the footlights by George W. Lederer of the Ardsley Art Film Corporation, and now is at work at the old Biograph studio in The Bronx off her own photoplay, entitled "Runaway Romany." MARION DAVIES (Ardsley Art Film Corporation In the story of "Runaway Romany" the young actress will be seen as Firefly, favorite of a gipsy group to which she has been attached since she was stolen from her father, a wealthy mine owner, when she was only 2 years old. When she has become a young woman her father has taken into his home an impostor, believing her to be his own daughter. As the action unfolds to the denouement when the impostor is ousted and the rightful heiress installed in her place, there is plenty of opportunity for swift, clear and incisive development of the theme. In the preliminary scenes Miss Davies has justified her choice as the star, and her director is said to have taken full measure of the opportunities for scenic beauty, humorous incidents and thrilling situations. NEW $200,000 FILM THEATER OPENED IN DECATUR, ILL., WITH NATJL_EB£EB_ MANAGER