Exhibitors Herald (Jun-Dec 1917)

X H B R H R D M. J. Weisfeldt of Wholesome Films Corp. Predicts Evening Shows for "Juveniles" Bases Opinion on Study of Situation — Strong Demand for Programs Embracing Pictures for Old and Young Essanay President And Screen Stars Help Food Bureau That one day each week, evening shows included, will in the future be devoted to children's program is the prediction of M. J. Weisfeldt, general manager Wholesome Films Corporation. Mr. Weisfeldt has just completed a thorough investigation among exhibitors throughout the country and upon that he bases his opinion. "We found a very strong demand for children's programs but an alarming shortage of pictures adaptable to them," reports Mr. Weisfeldt. "I do not mean by children's programs just the socalled 'kiddie' pictures. The young of our nation have a broader appreciation of motion picture essentials than their elders permit them to have of any other sort of paid amusement. Demand Clean Plots "The result is that children demand a little bit more than the 'kiddie' pictures. The picture to suit this demand must be clean in story, action and production, yet not so adult as to be 'over the heads' of children, nor too youthful in plot not to interest their elders. "One exhibitor whom I interviewed gave me an excellent illustration. He said, 'The whole children's program demand is the old story of the circus over again. I recall how it was with my father and mother, and I know how it is since I have children.' Circus as Example " 'The circus,' primarily for children, is an adult amusement as well and always will be. My father always took me to every circus that came to our town. "'Why did he do it? I'll tell you. There were two reasons; he wanted me to see the circus and he wanted to see it himself. " 'Often he would talk about it long after the activities of youth had chased the circus from off my reflective horizon. That's the answer to children's programs. " 'Get good, clean pictures that will entertain them and also their elders, and you solve a big problem for the producer, as well as for we exhibitors, and the public' "Acting upon what this investigation has disclosed Wholesome Films Corporation will offer exhibitors a complete children's program including a novelty reel, comedy, scenic and dramatic feature. "We have been working upon this plan for some time and can now book to exhibitors an entire children's program of diversified entertainment containing drama in the feature, clean humor in the comedy and something decidedly unique in the novelty reel." Citizens of Chicago O. K. "Cleopatra" Film Several hundred representative Chicagoans crowded Orchestra Hall last week at the special showing of the William Fox production, "Cleopatra." with Theda Bara. The picture had not then been submitted to Second Deputy Superin tendent of Police Funkhouser for censorship and had that dignitary been present the various expressions of approval might have swayed him to some extent. Students, artists, critics, players and devotees of history and art, all placed their stamp of approval on the latest Fox spectacle. The invitation list used by the Fox company contained names of those high in the social, political and business life of the city and from the appearance of the house many of them responded. Railroad President Cites "The Planter" for Scenic Beauty ELIZABETH RISDON, STAR OF "MOTHER,' IN CHARACTER MAKE-CP. (McClure.) "The Planter," a Mutual special production, based on Herman Whitaker's novel, is pointed out by F. D. Underwood, president of the Erie Railroad, as illustrating his contention that motion pictures have done more to stimulate travel by Americans in America than any other single agency. Mr. Underwood is enthusiastic over the possibilities of enlisting the motion picture camera in a campaign to popularize scenic beauties of this continent. Tyrone Power and his company spent several months in southern Mexico filming the scenes, "The Planter," and the beauties of the country, as set forth in the picture, called forth Mr. Underwood's comment. 24 Illinois Exhibitors Cooperating With Geo. K. Spoor--Holmes and Gardner Lend Aid Chicago "Four Minute Men" who helped boost the sale of Liberty Bonds during the recent campaign celebrated the success of their work with a field day and stag dinner at the Edgewater Golf club recently. Taylor Holmes, former stage comedian, -now being featured in Essanay comedy dramas, gave several humorous recitations and Jack Gardner followed with numbers from his stage successes. The Chicago "Four Minute Men" are now bending their efforts to support Food Administrator Hoover's economy campaign. Mr. Holmes and Mr. Gardner speak nightly at Chicago picture houses. Mr. Holmes has added a number of short recitations to his program and Mr. Gardner is winning the plaudits of his audiences by singing "Over There." Helen Ferguson, who has had the leading feminine roles in several pictures featuring Holmes and Gardner, has added to her war activities by accompanying the "Four Minute Men" and distributing food economy pledge cards and food conservation literature. George K. Spoor, president of the Essanay Film Company and chairman of the Illinois Motion Picture Bureau of Food Administration, has practically completed his organization of the exhibitors of the state. Mr. Spoor reports that the photo playhouse owners have given the work their hearty co-operation. Mr. Spoor recently received a letter of commendation from State Food Adminisitrator Harry Wheeler, praising him for the success gained in the organization and co-operation of the exhibitors of the state. Northwest Exhibitors to Distribute Films as Economy Measure Minneapolis, Minn. — Elimination of unnecessary expenses in the motion picture business were discussed here at a meeting of the theatre managers of the northwestern states at the West hotel last week. Special stress was laid on economies in the distribution methods and much was said in favor of the exhibitors distributing the films themselves. Increased operating costs may make this move necessary, Thomas J. Hamlin, secretary and manager of the organization, said. H. L. Hartman, Mandan, N. D., president of the organization, presided and addresses were made by James Gollsky, St. Paul, president of the Motion Picture Exhibitors Corporation of the Northwest; D. W. Chamberlain, representing the National Association of Motion Picture Industries, and Frank Nemec, president of the United Theatre Company.