Exhibitors Herald (Dec 1919)

EXHIBITORS HERALD Walter E. Greene Declares Future Film Market Will Be Independent Walter E. Greene, who recently resigned as vice-president, director, and managing director of the Department of Distribution of the Famous PlayersLasky Corporation, has returned from the West Coast, where he spent a month perfecting some individual plans which are soon to be made public. Upon his arrival in New York Mr. Greene was emphatic in his statement that he was not affiliated with, influenced or controlled by any other interests in the motion picture industry and that he was establishing himself independently in the independent field. He WALTER E. GREENE Former Famous Players-Lasky executive, who has entered the independent field. was particularly enthusiastic about the possibilities of the independent market and stated that from the information he has gathered from the exhibitors throughout the country with whom he came in contact on this trip, that the future progress of the industry rests in the hands of the independent producers and independent distributors. Not With "Big Six" When pressed for an answer relative to the large number of rumors that have been abroad allying him with the recently formed Associated Producers, Incorporated, he said that he was by no means connected with their organization and that he had never been affiliated with them, and despite the fact that his name became immediately coupled with their organization when he resigned from Famous Players-Lasky, that there was absolutely no truth in the stories and that the continuance of such stories was impeding the progress of his own individual plans. "I have the greatest belief in their plan," he said, "and firmly believe that their organization is being formulated on absolutely the right lines — similar lines, in fact, to the plans I have for my own organization. The independent market is undoubtedly the market for the future, for the days of the program and star series, and other obsolete methods of selling, are now things of the past. Specialized Distribution Here "We have finally come to the era of specialized distribution when pictures will be exploited in a concentrated individualized manner so that they will truly be features instead of unimportant links in a long chain of program releases. In the immediate future all productions of merit will be marketed singly and on the sole basis of their merit. "The great artistic creators of the screen, whether they be directors or stars, will thus be enabled to secure the maximum rewards of their efforts. My advice to all enterprising and forwardlooking exhibitors is to so conduct their business at this time that they do not become absorbed, controlled, or dominated by the big producing-distributing units which in the end will destroy or limit their freedom of action and eventually relegate them to the status of employees. If they have the courage to reject all these offers of control at this time they will never regret it, for the day has arrived when they can secure bigger and better productions from outside independent sources than they can now obtain or will then be able to obtain from those very concerns seeking their control, and besides these advantages, will own their theatres." Selection of vehicles and directors for the Screen Classics, Inc., stars at the Metro studios in Hollywood for the third round of special productions has been made by Maxwell Karger, Director General. Camera work on six features comprising the second round of the "fewer and better" pictures is rapidly nearing completion. In order to take care of an increased scale of production, Director General Karger has added Rex Ingram to his staff of directors. He was assigned immediately to direct Alice Lake as a featured player in "Shore Acres." As before, the new list of productions is expected to get off under the wire at approximately the same time. The new schedule calls for a shift of directors who handled the same stars in the first two productions. A new director will be added to the Screen Classics staff for Bert Lytell's production of "Alias Jimmy Valentine." He has not as yet been engaged. Finis Fox made the adaptation of Paul Armstrong's famous crook melodrama which was founded on a story by O. Henry. May Allison in "Judah" May Allison will appear in the role of Vashti, the miracle girl in "Judah," a picturization of Arthur Henry Jones' play. The leading part as written was that of Judah but upon its presentation that of Vashti dominated the play. Jack Dillion will direct Miss Allison in her venture into the new field. W. E. ATKINSON General Manager of Metro Pictures Corporation, which In about to publish its second round of "Fewer and Better Pictures." A feature of the new program will be the appearance of Emma Dunn for the first time on the screen in the part of Angie in "Old Lady 31," the character she portrayed with success on the stage. The original play was by Rachel Crothers and produced by Lee Hugel. John Ince will direct Emma Dunn in the production. The adaptation was made by June Mathis. Viola Dana's New Vehicle Viola Dana's new play will be "Eliza Comes to Stay," a comedy by the English playwright, H. V. Esmond. Henry Otto will direct Miss Dana in this production. For the second Drury Lane melodrama of the five purchased by Metro, "The Hope," Herbert Blache who directed May Allison in "The Walk-Offs" has been selected. Alice Lake's vehicle will be "Shore Acres," the rural melodrama by James Heme, which for years in regular companies and in stock was one of the most popular plays which the American stage has produced in the last fifty years. Second Henley Ready "Skin Deep," the second Hobart Henley Production soon to be published through Pathe is being cut and titled. The picture, which is another of Mrs. Sidney Drew's adaptations, is based upon a short story by Beulah Poynter and has to do with the lives of two old maids, who, after living through years of poverty and enforced "single blessedness," find themselves heirs to a great fortune. Capital no longer being a barrier and now a decided asset, they start in search of beauty and romance. Screen Classics to Begin Third Round of Special Productions 144