Exhibitors Herald (Jan-Mar 1920)

E X H IBITOKS II E K A L D of its most important problems, but it is not difficult for me, with my convictions regarding sales possibilities, to imagine a condition under which it might be profitable for a producer to devote his whole attention to a very few pictures each year. Such a result, except with a small selling force, is, of course, impractical when only 16,000 or so theatres are available. The possibilities with many times that number of theatres might be a very different matter. The market is the important factor, and it is quite possible to be under-stocked as well as over-stocked. But the greatest danger does not seem to lie in that direction. Greater Distribution — Cheaper Film "How is the exhibitor involved in all this? Just here: The greater the distribution obtainable for a product the more cheaply can it be sold. We recognize this principle with respect to tacks, Uneeda Biscuit and other commodies and there is no good reason why we should not recognize it in matters connected with motion pictures. "There are certain absurd prejudices prevailing in the industry that handicap distribution. One of these is that competing houses cannot afford to run even the best picture. It is peculiar that when two houses, once competing, are brought under the same management this notion about following some one's else lead day and date or subsequently fades like a society queen's complexion after she's applied cold cream. The folly of the idea has been repeatedly demonstrated, but it persists much as does a well-educated bulldog. When every worthy picture is shown to the limit of its profit possibilities in every section of every city, we will have both better productions and productions at lower rentals. "Realart is an organization that is concentrating along what I conceive to be proper lines. As this concentration begins with production, it also must extend to sales. Our selling force can justify itself only by obtaining greater average results in a given territory than are obtained by other salesmen, and this is possible only by developing more than the average number of customers for each picture. Made Over First Picture "Concentration on a comparatively few pictures brings best results for every one concerned — producer, exhibitor and public. Realart dared to make over the Dorothy Dalton, who recently changed her affiliation from Thomas H. Ince to the Famous Playcrs-Lasky Corporation, has commenced work on "Half an Hour," her first picture under the terms of her new contract. This is Miss Dalton's first picture to be made since she registered her success in "Aphrodite." That play is still running at the Century Theatre and every available minute of Miss Dalton's time will be taken up by her work on the stage and for the motion picture. Harley Knoles to Direct Harley Knoles has been selected to direct Miss Dalton. Mr. Knoles only recently completed "The Cost," featuring Violet Heming and it was because of the excellence of his translation of the David Graham Phillips story that his services were secured by a long-term contract. Some of the other successes to his credit are "Little Women," "Stolen Orders." "Bought and Paid For," and "Stolen Paradise." Sir James M. Barrie's story, "Half an Hour," lends itself particularly well to Miss Dalton. With' the exception of the maid, who has a small but neverthe very first picture it produced — made it over because the lighting was poor and the photography consequently below Rcalart's pre-determined standard. It remains to be seen whether this was profitable policy, measured by the controller's yard stick, but is certainly was profitable from a service standpoint. In a large institution such an original picture could have been shuffled with the pack and dealt as a deuce or a trey without arousing special comment or complaint. But when a concern is playing with a pcnuchle deck, as Realart is, there must be more than the usual proportion of aces and kings and queens. Watterson Rot hacker Requests Charter for Chicago Cinema Post War veterans connected in any manner with the motion picture industry in Chicago will be offered membership in the Cinema Post, Watterson R. Rothacker, president of the Rothacker Film Mfg. Co., -having made application to the American Legion for a charter. The post will number among its members directors, actors, exchange men, projector operators, laboratory workers, theatre employes, in short all whose occupations are connected with the making, distribution or exhibition of films. The project was suggested at the annual dinner of the Rothacker organization. Mr. Rothacker appointed a committee to take the matter in charge and later suggested the name for the post. Men whose names were signed to the application are: John Halm, George Gibson, Ray Aitken, William Stafford, E. A. Bertram, George J. Kilgore, Frank Koch, Fred Niemann, Ernest Newman, L. J. Siakel, John Hubacek, Al Peterson, Walter Larson and Cecil Weber, all members of the Rothacker organization. less an important part in the story, hers will be the only feminine character. Charles Richman as Husband Charles Richman will play the part of Richard Carson, the enormously rich husband of Lady Lillian. Frank Losee will have the part of Dr. Brodie, friend of Carson, who has much to do with the reuniting the unhappy couple. Albert Barrett plays the part of the man with whom Lady Lillian would elope although married and Cooper Cliffe as the Earl of Westford and Hazel Turney as Susie, the maid, complete the cast. As is suggested by the title, the story of "Half an Hour" happens in a very short space of time. No elaborate sets will be necessary to bring out the action and suspense that are crammed into that half hour. Clara Beranger, who has made so many successful adaptations for the Famous Players-Lasky Corporation, wrote the scenario and is authority for the statement that not only will the original title of the story be preserved, but the photoplay will follow the book as closely as possible, regardless of the speculation in the New York newspapers to the contrary. Dorothy Dalton Begins Her First Production Under New Contract 50