Exhibitors Herald (Jun-Dec 1917)

EXHIBITORS HERALD 19 lLBERT SCOWCROFT, EXHIBITORJELLS OF "LUST OF AGES" FILM Builder of first cinema theater in Utah state and president of Ogden Pictures corporation says state rights play with Lillian WalRer is "different." Illlilin When the announcement first gained weight that the )gden Pictures Corporation of Ogden, Utah, had comleted a motion picture in which Lillian Walker war, Itarred, much interest was manifested in the personnel lehind the organization. To be sure, it was known that Harry Revicr of Ambrosio fame was the «ole director, but information is n o w given forth that Lester Park, whose past achievements in picturedom are well known, is the general manager, while the president is Albert Scowcroft o f Ogden, Utah. It is interesting in studying "The Lust of the Ages" to note the picturesque career of Albert Scowcroft. It was Mr. Scowcroft who built the first large theater exclusively for motion picture showing in Utah. And old-timers will remember the sensation which was caused when the Liberty Theater was first constructed in Salt Lake, under the direction of Mr. Scowcroft. Several years later Mr. Scowcroft repeated his success with the Liberty when he constructed the American Theater in Salt Lake, and then went to Ogden, his home town, and put up the Alhambra. Ogden is a city of 30,000, and yet it maintains this playhouse which seats 2.500 and shows the finest productions in the country. The Alhambra Theater is a first-run house, and Mr. Scowcroft has watched and picked with skilful foresight those pictures which have always become great successes. "Sold" on Idea of "Lust" Film Mr. Scowcroft has the foresight of being able to pick a_ winner or a loser instantly. When Mr. Scowcroft was first interested in the new corporation he was "sold" on the idea behind "The Lust of the Ages." Mr. Scowcroft says: "It struck me very forcibly; it seemed to me the biggest idea 1 had heard in many months. It gave a reason for making a production. So many pictures, if you will pardon me, are being constructed around 'nothing.'. A cast is gotten 'together and a director is appointed — and the scenario is built up like a house of cards in the studio. "To my mind, no picture should be made unless there is a big reason for its being made — unless there is a big theme underlying the construction. Here, in "The Lust of the Ages," we find the craving for wealth, a quality fundamentally in all human beings. First comes the desire for sustenance and food, then comes the desire for the means to maintain existence, and then comes the desire for the home. It is surprising to me that none ever MISS LILLIAN* WALKER thought of the idea before — that no other film has ever been built around it! Prominent Westerners Interested "So, as I say, I was ready to back the idea behind this picture to the limit, and I wanted to see it brought into being with satisfactory material. That is why we chose the actress, who, to our mind, is the most charming girl in America — Lillian Walker. That is why we sought and found Harry Revicr. He is a director unspoiled by his successes, which arc among the best, to my knowledge, that have ever been produced. I refer especially to his 'Fall of Troy,' which was made with that grim pugnacity and force behind it that represented the director., "Many of the most prominent men of Ogden are interested in our production. Our studio is one of the finest in the country. For some of our scenes we had to 'call a holiday' in order to get all the people we wanted — we have .over 10,000 in some of our scenes." LILLIAN WALKER AND SUPPORT IX HER FIRST OGDEN PICTURES CORPORATION PRODUCTION, -LIST OF THE AGES" Mr. Scowcroft further says "that a contract had virtually been signed with one of the leading distributing houses for the exclusive rights to 'The Lust of the Ages.' but at the. last moment we decided that we would not accept the splendid offer that was made us. By placing the picture on a state rights basis we have been enabled to handle this production exactly as wc wished. We are contracting for a long, vigorous trade paper campaign of advertising, because we want the exhibitors to know all about the picture. And this 1 know: the more they knowabout it, the surer they are going to be to see it, and if they see it I have no further comment to make. Splendid Ads for Local Use "We are getting up a splendid line of advertising matter for local use, such as illustrations and advertisements for the exhibitors to use in their own newspapers and novel lobby displays." The Ogden Pictures Corporation are already at work on a second production. Macon, Mo. — Marion Lilly has purchased the film house known as the Star theater from X. S. Jensen.