Exhibitors Herald (Jan-Mar 1920)

EXHIBITORS HERALD Universal to Distribute Pictures To Non Theatrical Organizations Division Under Supervision of Harry Levey Has Offices on Eighth Floor of Mecca Building, New York The Universal Film Manufacturing Company announces the establishment of a Non-Theatrical Motion Picture Division to supply a complete service covering every part of the United States. The division is under the supervision of Harry Levey, general manager of the industrial and educational department. The non-theatrical division from tinoutset will utilize every facility of the Universal organization, it is stated, which includes more than fifty fully equipped exchanges in strategic centres and as many more which are prepared to distribute direct to non-theatrical film users. Executive Offices Established Executive offices for the non-theatrical business of the Universal have been established on the eighth floor of the Mecca building, 1600 Broadway, New York, and within a short time, it is expected Mr. Levey will announce the appointment of an executive to take immediate charge of the work. "Mr. Laemmle and the other officials of the Universal have had in mind for more than a year the idea of establishing a non-theatrical division," said Mr. Levey, "and now I have the pleasure of announcing that the step has been taken. "In my office there is an accumulation of thousands of letters that bear witness to the American need for the scientific distribution of motion pictures to associations, schools, churches, granges, Y. M. C. A.'s, Y. VV. C. A.'s, Y. M. H. A.'s, meeting places where people congregate for social purposes — thousands and tens PRISCILLA DEAN, the Universal star, is all broken up because she has had to chastise "Yussuf," her temperamental hound. "Vussuf" wants to get in pictures, so he dashes into scenes of "The Virgin of Stamboul" when he's not wanted. of thousands of such organizations scattered throughout the land. No Such Distribution Before "Heretofore, notwithstanding the great number of good pictures available, there has been fio such scientific distribution. Many companies with small organizations have attempted it with some success, but the larger companies in the stress of nuking new pictures have not thought non-theatrical circulation worth while. The Universal now is ready to supply the film needs of all manner and kinds of customers, whether in New York or the most isolated church and farming community. "The reason that this vitally important use of motion pictures — the upbuilding of American civilization — has been virtually undeveloped is that the motion picture industry has been traveling very fast and has had little time to devote to the development of unchartered fields. Many Obstacles Overcome "With the coming of the portable, fool and fireproof projection machine the principal obstacle in the way of showing motion pictures everywhere has been overcome; for these machines are so simple that a child can operate them, and thus the expense of renting a large machine and engaging the services of a professional operator arc done away with." According to the laboratory and library experts of the Universal, millions of film and thousands of subjects are immediately available for non-theatrical distribution. Motion Pictures to Assist Development Of Southern States WASHINGTON, D. C— Motion pictures are to be extensively used this year in the development of the South, according to plans of a number of organizations in that section of the country. The Alms are to be exhibited all over the United States in an effort to draw settlers to the cut-over farm lands of the South. Two films are to be made by the Famous Players-Lasky Corporation for the Southern Pine Association, it is announced, and Nathan H. Friend, manager of the educational department of the concern, and Coolidge Streeter, one of its scenario writers, recently spent a week in New Orleans getting local atmosphere for the pictures. Fifteen thousand feet of film were made last year showing farming and development work, under an arrangement between the Department of the Interior and the development organizations. Besides these official films, special pictures have been prepared combining entertainment and educational features, which are intended to appeal especially to the industrial and office workers in the cities of the North and West. 54 New Fox Studio Is Scene of Activity Four Directors Have Player: at Work on Top Floor of N. Y. Office. Within five days after the executive offices of the Fox Film Corporation wen housed under the roof of the new Fo: building in West Fifty-fifth street, fou of the organization's directors were tak ing scenes in the studio which occupie the entire top floor of the structure. Pearl White was the first to appear ii her makeup on the big stage — in th< screen adaptation of "The White Moll,' under the direction of Harry Millardc Her company christened the studio will a safe blowing scene which echoe( through the building like a mine i xplo sion. Stanton Is Busy The next director to make his appear ancc with his company was Richan Stanton. These players have been work ing on a production about which very lit tie is known as yet. Mr. Stanton, whosi most recent production for William Fo> was "Checkers" is introducing some ef fects in his new picture that, according to Fox officials, should raise him in thi pictorial hall of fame. Charles J. Brabin, director of "Kath leen Mavourneen," followed with hi; company which is making "W hile New York Sleeps." This picture is scheduler for early publication. Walsh Company Moves George Walsh, in "A Manhattan Knight," was the fourth of the Fox stars in the east to take over his dressing room in the new studio. Under the direction of George A. Beranger, he has been engaged in the making of this production at a studio at College Point. The arrival of George Walsh at the new studio has injected additional activity into the completion of the gymnasium, inasmuch as Mr. Walsh insist? on keeping in athletic trim for his screen work. Melody is Written to Exploit Hope Hampton Hope Hampton Productions, Inc., has dedicated the song, "Rain or Shine." to Hope Hampton as an exploitation measure. The company believes that 1,000,000 copies of the song will be sold. It is published by Joseph W. Stern & Com A wide advertising campaign also will be carried on by the organization. In addition to this, the Metro Pictures corporation, which is distributing "A Modern Salome," Miss Hampton's initial screen production, has announced that elaborate press book paper and other exhibitors' accessories will be issued. United Has Reed Vehicle "The Curious Case of Marie Dupont," a novel published by Harpers and "The Mayfair Mystery," an English melodrama, have been purchased by United Picture Productions Corporation to be made into motion pictures. Florence Reed will be the star of the first, while an all-star cast is being engaged to portray the latter.