Exhibitors Herald (Jun-Sep 1919)

EXHIBITORS HERALD AND M OTOGRAPHY Fox Believes Pearl White to Be Best Known Actress in Pictures Decision to Sign Former Serial Star Follows Investigation Throughout United States and Europe Hack of the signature of Pearl White on the new contract with William Fox by which she will be starred in feature productions, lies an interesting tale of the circumstances leading to this important affiliation. This contract, negotiated and closed, by Wintield B. Sheehan, general manager of the Fox Film Corporation, is due to the desire of Mr. Fox to have the best known motion picture actress in the world on his roster of stars. When he wanted to find out which motion picture actress is best known in America he had his many scouts investigate the matter. Their answer was unanimous. "Pearl White" was the reply from each and every one. So much for America. But how about Furope? Tests European Sentiment One very important matter leading up to the recent trip abroad by Mr. Fox was his desire to glean first-hand information as to how Miss White is regarded by foreign audiences. He found everywhere that she is second to none in popularit3'. Leading exhibitors of the British Isles told him that their audiences know Pearl White better than any other screen actress, and the verdict was the same in continental Europe, where Miss White's daring and beauty established her several years ago as the leading favorite — a position from which she never has been dislodged. Mr. Fox, it is announced, will build a producing unit around his new star which will exploit her to the utmost. She will be provided with the very best material obtainable. She will be presented in screen adaptations of wellknown plays and books, though original stories which give her talents full latitude also are being considered. Miss White's director will be a man whose name stands for the best in motion pictures. The productions in which Miss White will be starred will be staged with a prodigal hand. All the resources of the Fox organization will be at her command. To state the matter briefly: Pearl White will be presented by William Fox in special productions of six or more reels which shall represent the very best obtainable in stories, costuming, staging and production standard. Even the costuming will be unusually lavish. On his recent trip abroad, Mr. Fox made arrangements, while in Paris, with one of the well known fashion designers of the style capital to submit regularly original creations specially planned for Miss White. Screen Career Interesting Pearl White's screen career has been an interesting one. Aeons ago, as motion picture time is reckoned, she was starred in Crystal dramas and comedies. From the Crystal studio she went to Pathe, and has been steadily featured in Pathe serials for several years. "The Perils of Pauline" came first, followed by "The Exploits of Elaine" and many others down through "The Iron Claw," "Pearl of the Army," "The Fatal Ring." and "The House of Hat" to her latest serial, "The Lightning Raider." It is estimated that more than $25,000,000 has been received by motion picture theatres the world over in admission j fees to see Miss White in the various serials in which she has appeared. She became known as "the queen of serials.' But Miss White's immense popularity is not due alone to the fact that she has appeared in many serials. Other players have appeared in serials and then have sunk in oblivion. First of all, her popularity rests upon her consummate artistry. Next to that element, Miss White's popularity rests upon her fearlessness, her willingness to tackle any kind of stunt; and the third reason for her popularity is her beauty. Where Fox Started First Offices of William Fox at 1 Hi Bai 14th street, New York. Note the offle space occupied. FUTURE CENTER OF FOX ACTIVITIES Work is progressing rapidly on the new building at Tenth Avenue and 5Sth Street and when completed will house one of t' most complete plants in the world. Quite a contrast to the first offices of William Fox shown elsewhere on this page. 94