Exhibitors Herald (Dec 1919)

EXHIBITORS HERALD Rothacker Plans Big Expansion; Announces Production Series Pioneer in Industrial Manufacture to Open New Branches in 1920 and Will Also Launch Special Features Things arc going to move in the motion picture world during 1920, according to Wattcrson R. Rothacker, president of the Rothacker Film Manufacturing Company of Chicago. "It would be a waste of printer's ink to say that the next year will be the biggest in film history," said Mr. Rothacker. "Along about Christmas time every year for many years predictions have been made that the coming twelve months would be the most prosperous the industry had known. Each one of those cheerful predictions came true, because each year since the dawn of the projector's light has been bigger than the year preceding. "Of course, the good old-fashioned prediction would hold good now — the prediction that the coming year will be WATTERSO \ R. ROTHACKER Who predicts the rapid progress effected in the motion picture industry in ]91H will continue through 1920. the most prosperous exhibitors, distributors and producers have known. But I prefer to say that things are going to move in moving pictures next year. "I believe that before the coming calendar has outlived its usefulness the decisive battle between Wall Street and the exhibitors will have been fought. Many of us believe we know how the 1920 war for independence will come out. And besides this I look for great strides in the development of the technical side of the industry. Yes, it looks as though 1920 will mark the beginning of a new epoch in screen history." Plan Big Expansion. The plans of the Rothacker company for the coming year call for the doubling of the capacity of the Chicago studio Laboratory and service station, the erection of similar plants in Los Angeles and New York and as early as possible in 1920 the launching of plans for a studiolaboratory and service station in London and a service station in Paris. Mr. Rothacker will go to Los Angeles the first of the year to be at the corner stone laying of the coast plant. When the laboratory is ready for business, a motor collection and delivery service will be installed. Trucks will make the rounds of producing studios in the evening, gathering up the film that has been exposed in the cameras during the day. That night the negatives will be developed in the Rothacker laboratory and next morning the trucks will deliver prints from those negatives to the producers. J. Wesley Smith, for years special Rothacker representative in the coast studios, will remain in that capacity. Air. Rothacker is the pioneer in the production of industrial and advertising films. The opening of the branch salesservice offices means that he is determined to maintain the lead in that branch of motion pictures in which he blazed the trail. Before Mr. Rothacker decided to establish those offices he and assistants made a survey of the country, gathering information concerning the attitude of exchanges and exhibitors toward high class industrial subjects having strong educational value. It took a year to make this survey. The following assisted in making it: S. J. Stoughton, D. D. Rothacker, Sumter Calvert, C. P. Tobin, George S. Anderson, Edward O. Blackburn and Stanley W. Tw^ist. A convention of Rothacker representatives will be held in Chicago between Christmas and Xew Years. Preparations are being made for two new Rothacker publications in 1920. One will be entitled "Rothacker Industriallog," which will be a single real feature made to bring out the romance of American industry. The other, "The Rothacker Review," will be composed of chapters on education, health, science, beauty, fashions, nature and human interest. Editing Scenic Views Mr. Twist is completing the editing of some scenic and wild game pictures which he obtained in the Canadian Rockies and also some subjects received from Northern Europe. These pictures will be released under the name "Outdoor Series." "In order to make things move in our corner of the motion picture world during 1920," said Mr. Rothacker, "We are planning an extensive advertising campaign in motion picture trade papers in the interests of producers who have prints made by us. We will also advertise in a big way in business magazines such as System, Printer's Ink, etc. "While on the coast to get construction on the new Los Angeles studiolaboratory started, I shall complete arrangements for the production of a special six-reel feature which I shall personally present to the trade. My plan now is to issue one such feature every year, offering it as an example of how technical perfection can be obtained where every detail of the operation, from exposure of the negative to final presentation on the screen, is properly done." Lewis to West Coast To Produce Features Edgar Lewis, whose latest production is "Other Men's Shoes," adapted from the novel by Andrew Soutar, has gone to California to produce a series of pictures for Pathe distribution. While in California Mr. Lewis will produce several of the outdoor stories with which he has become generally associated. He was accompanied West by an entire technical crew. When the Clouds Roll By" Ready For Publication By "Big Four yy The filming of the second Douglas Fairbanks production to be published through the United Artists Corporation. "When the Clouds Roll By," has been completed. Hiram Abrams, of the "Big Four," has announced December 29 as the publication date for the picture. The production is receiving its final inspection in the cutting department and the reports that come from the Coast relate that all the members of the Fairbanks organization are highly elated over the extraordinary results that have been accomplished, notifying their New York office that the picture is far more elaborate and stupendous than anything that has ever been -turned out by them. Art Titles Are Feature With the presentation of "When the Clouds Roll By," the first screen drawings of Henry Clive, the American artist, known internationally through his original creations in oil of beautiful women, will be seen. Mr. Clive has been 143 engaged by Mr. Fairbanks to furnish the art titles to accompany his second independently produced picture and something unique and entirely new is promised in illustrated titles. Say Story Is Full of Action The story of the production is said to be filled with all the elements that make for success, for there is an abundance of action, lots of love and romance, plenty of suspense and injected full of the peppery material that is always to be found in a Fairbanks picture. The situations that were brought about by the story gave "Doug" new stunts to do, particularly in flood scenes where he was compelled to perform a number of hazardous feats that are entirely new. Tom Geraghty prepared the story for the screen. He is now permanently with the Fairbanks organization. Working in conjunction with Mr. Geraghty in editing the picture is Lou Weadock, a New York newspaperman.