Exhibitors Herald (Jun-Dec 1917)

16 EXHIBITORS HERALD TWO POSES OF SHIRLEY MASON, EDISON STAR S" HOW CHAPLIN DOES IT' EXPLAINED BY RAMS AYE 1 Charles Chaplin uses an aver| age of nearly 100,000 feet of film H every time he makes a 2,000-foot jj comedy, according to Terry jj Ramsaye, who has written an "inside" story of the making of m Chaplin comedy in September J Photoplay Magazine, g Mr. Ramsaye remarks also: §j "Chaplin comedies are not made J — they occur. No one knows if when the next one will occur. If Mr. Chaplin does not know when J the next one will happen. If he fj knew how to make one he would H quit waiting and do it." j§ "But," adds the writer, "Chapg lin has worked out the great H common denominator of fun," J indicating that he credits the || comedian with knowing a comH edy when it happens. nniii MISS MASON 1 1 AS THE LEADING ROLE IN "THE LADY OF THE PHOTOGRAPH. A FORTHCOMING PRODUCTION SCHEDULED FOR PUBLICATION AUGUST 27 (Edison-K-E-S-E) NEW UNIVERSAL SERVICE DEPARTMENT PLACED IN EXCHANGES TO AID EXHIBITOR Adjustment of Claims, Paper and Publicity, Including Helps for Theater Men to Exploit Films, Included in Service have supplied a cast of distinction. These points, together with clear photography and fine settings, all go to make 'Who's Your Neighbor?' the picture that it is. This is the initial feature of the Master Drama Features, Inc. Other films will be placed on the market shortly." Universal has established a service department to work in co-operation with both the Mecca and Universal Exchanges, taking care of all matters calling for adjustment with exhibitors. If films or lithographic paper chance to be delayed in transit, or any one of a dozen other things occur to cause the exhibitor worry or loss, the experts in charge of the new service department take the matter up at once and see that matters are straightened out to the satisfaction of the man whose income depends upon the money-making quality of Universal films. In addition to adjusting claims, the new department takes care of the exhibitor's advertising and publicity, wherever such assistance is desired. Newspaper copy is prepared, handbills and special folders gotten up, and circular letters composed to meet requirements. The service department as an adjunct of the exchange was first put into effect last year by the Canadian Universal Film Company, and soon became so valuable an aid in getting and keeping accounts that its adoption by the American headquarters of the company became inevitable. St. John, X. B. — There seems to be a certain depression in the film business in the inland towns of New Brunswick, according to Charles Kerr of the Mutual Film Exchange, who states that not only the usual summer slump, bui the fact of the loss of many young men from the towns is felt very much. H. BECKER SAYS "WHO'S YOUR NEIGHBOR?" FILM IS ONE OF GREATEST PRODUCED START A BLUEBIRD DAY IN YOUR Proof of the impression Vcreated by the latest photoplay, "Who's Your Neighbor?" lies in the fact that offers from state rights buyers all over the country are being received daily at the office of the Master Drama Features, Inc., who are sponsors for the picture. No play produced in years has met with more acclaim than marks "Who's Your Neighbor?'' it is said. Herman Becker of the firm says: "I think in many respects this initial pro duction of ours is one of the best ever filmed. It is a great photoplay story of the present day. It pulsates with life, dealing with people we meet every day. We 'hobnob' and 'rub elbows' with them in pursuit of our duty or pleasure. Be it understood, it is not a preachment, but points a big moral lesson that should be seen by every man and woman in America. "Willard Mack has written a compelling story: S. Rankin Drew has given a perfect production, and we