Exhibitors Herald (Jan-Mar 1920)

48 EXHIBITORS HERALD WILL ROGERS IN "THE STRANGE BOARDER March 20, 1920 Two typical scenes from the former "Follies" comedian's next vehicle, which was written by Will Payne and directed for Goldwyn by Clarence Badger. Rogers supplied some of the humorous subtitles from his store of witty sayings. 'MltlllllllJIJtll IllJ^. J i. I : i:J 1 . .1 LJ ■: i J i> I H L ] I II Hi ■ lUltltll t lltliUitlllil < li H%»I(I1IIM lit! tlU I tmi l( UttlHItltUlill u 11JI illi: I >J1 j II I 111 ORIGINAL STORY IS COMING THING Mayflower President Says Present Tendency To Boost Prices of Published Works Creates A Demand For Original Stories With Merit nililli:.liiili:u. :. ..; i liiitiilliiliiii i mil ;,uiii.Hilliiiii!MiiMii Isaac Wolper, president of the Ma\ flower Photoplay Corporation, presenting the productions of George Loane Tucker, Emile Chautard, Allan Dwan. R. A. Walsh, Charles Miller and Sidney A. Franklin, says that the original story is the coming thing. His reason for this is that the present tendency on the part of authors, publishers and playproducers to boost prices of published ISAAC WOLPER President of the Mayflower Photoplay Corporation works will create a demand tor originals with merit regardless of their advertising value. "Price does not necessarily make a story," said Mr. Wolper. "Proof of this lies in the fact that two of the biggest screen successes — De Mille's 'Don't Change Your Husband,' and 'The Miracle Man* — were not high-priced stories. nil II l. 'Don't Change Your Husband' was an original, while 'The Miracle Man' was practically unknown as a book and certainly not a success as a play. Yet both of these pictures were sensational, artistically and from a box-office standpoint. " Cited as Passing Fad The Mayflower president believes that the prevailing practice of paying fabulous prices for screen vehicles is but a passing fad — that the money expended purchases advertising and publicity value only. "Take for example a story which costs the producer $100,000," he explained. "At least $75,000 is paid for the publicity value. For actual merit, only $25,000 is laid out. Consider the case of the screen rights for novels which Mayflower has purchased: Gaston Le Koux's 'Mystery of the Yellow Room' which Emile Chautard filmed: 'Soldiers of Fortune,' the famous Richard Harding Davis story produced by Allan Dwan. and 'The Luck of the Irish.' Harold Macgrath's novel, also a Dwan production. Money Can't Be Made "All were bought at a very high figure because they had an established advertising value. But authors and publishers are boosting prices to a point now where they will themselves break the market. In other words, they will slay the goose which lays the golden eggs. For money cannot be made on a production when the story costs $100,000 or over, which is the high water mark said to have been touched in the purchase of 'The Tailor-Made Man.' 'Turn to the Right.' 'Way Down East,' and a few other such works." If a story costs $100,000, according to Mr. Wolper. not less than $150,000 should be expended to insure proper production. This means, he says, that when the picture is published it must gross at least half a million dollars to cover the cost of prints, distribution and exploitation, and even then the matter of profit will be doubtful. Which is a convincing argument for the original story. Report Big Booking Week On "His Temporary Wife" From all territories Hodkinson managers have reported that the first week in March was a banner week for contract, bookings on "His Temporary Wife," Joseph Levering's leap year romance. The picture stars Rubye Dc Rcmer, Edmund Breese, Mary Boland, Eugene Strong and W. T. Carlcton. Immediate booking engagements have been given the picture by Tom Moore of Washington and W. C. Dineen. general manager of the Harry Moir houses in Chicago. "Parish Priest" in Films William Desmond's latest completed picture, "The Parish Priest," is receiving its final editing under the supervision of K. E. Anderson, film editor of the Jesse D. Hampton productions. Supporting Desmond in "The Parish Priest" are Ruth Renick, Walter Perry. Carl Miller. Margaret Livingston, Billie Bennett, Lydia Knott, J. Morris Fuster, Tom Ricketts, L. M. Wells and Monti Collins. Joseph J. Franz directed the picture from a screen script prepared by George El wood Jenks from the Daniel Hart play. Harry Gerstad handled the Joe King to Play Lead Joe King, who has appeared in productions by many companies, has been engaged to play the leading role in "The North Wind's' Malice." the next Rex Beach story to be produced by Goldwyn Pictures Corp. Jane Thomas, a Chicago girl, will make her first important picture appearance in the leading feminine role. Ethel Hallor With Walsh Ethel Hallor. sister of Edith, film star, has been added to the all-star cast now working with R. A. Walsh on his first production for Mayflower.