Exhibitors Herald (Jan-Mar 1920)

March 20, 1920 EXHIBITORS HERALD 85 Marcus Loew Announces Enlarged Program for Metro Corp. This Year Showman Plans to Spend $15,000,000 in Production With the Erection of a $2,000,000 Studio on Long Island—To Make 75 Pictures Marcus Loew, in an interview, announced the details of the enlarged program to be carried out this year by Metro Film Corporation which recently was taken over by his interests. The showman said that nothing but the finest and costliest features would be made, and that these would be produced on an elaborate and spectacular scale. It is planned, he said, to spend $15,000,000 this year in producing between fifty and seventy-five pictures and erecting a $2,000,000* studio on Long Island, New York. "I purchased Metro and determined to make pictures primarily to protect our own interests," said Mr. Loew. "We have millions of dollars tied up in theatre properties, and we must have the finest entertainment in the world to offer our people. For that reason we want to assure ourselves of a supply of such entertainment, in the form of the best pictures. If we make some of them ourselves, and spend thousands to secure the very finest, we know we are secure. Build Eastern Studio "We soon will start work on the biggest studio ever built in the East. It will be on Long Island, and will allow twelve companies to work there at once. It will cost close to $2,000,000. We are getting our 61st street studio ready for immediate production, and have greatly enlarged the Coast studios. While in Los Angeles we purchased a ranch of fifty-nine acres, giving us unlimited room for production and the building of enormous sets and scenes. "The day of the small picture is done. The public now is-so discriminating that it will no longer be satisfied with merely an ordinary picture, fairly entertaining, without a big production. I believe firmly in lavish production. I believe that every dollar spent on a picture, discretely of course, will come back through rentals. Offer a public a weak story, but a monster production, and the public will not complain. Offer a great story and a great production and you have something worth while. "All the pictures being made by Metro are of this type. I saw completed parts of several productions while I was in Los Angeles, and they were wonderful. 'Old Lady 31' is almost finished, and is a great story as well as a massive production. Bert Lytell's 'Jimmy Valentine,' great as the story is, also has a wonderful production. I believe that 'The Heart of a Child,' with Nazimova, will be a sensation. 'Shore Acres,' starring Alice Lake, is the biggest thing I ever saw. May Allison's picture, 'The Cheater,' is another big picture. Each of these pictures cost at least $200,000. I don't believe we will ever make a picture for less than this amount, and many will run over. To Spend About $15,000,000 "We will make between fifty and seventy-five pictures during the coming vear. About $15,000,000 will be spent on production, but it will be spent advisedly, by men who know, and every dollar's worth of value will show in the picture." Mr. Loew then launched into a discussion of the value of a star, and stated that a star is necessary. He plans a happy combination of a star surrounded by a magnificent production and a great story. Talking about the value of stage plays and books, he said that the price for even mediocre stage plays, or even failures, has risen to such an extent that he feels he does not want to pay the price, and prefers good original stories. To this extent Metro has engaged Bayard Veiller for a term of years to write for the screen. Is Separate Organization All the Ibanez novels, obtained by Metro, will be made in the East. Other stars will be distributed between the East and West Coast studios, and sent from one to the other as conditions dictate. Loew plans to work the two organizations, Loew and Metro, into a cohesive whole. "Metro is a separate organization, and will remain so to a great extent. The gentlemen who handle its affairs agree with us absolutely, and have been working along these lines before we had anything to do with Metro. They will continue to remain in charge. It has always been my theory that we should advance our people from the ranks, for long service with the organization makes for iovaltv, and lovaltv is what we are after." Walsh Enlarges His Staff to Begin Work Mahon Is Personal Secretary While James T. O'Donohoe Directs Play Reading R. A. Walsh announces several additions to his staff in preparation for work on his first production for Mayflower Photoplay Corporation. Ralph S. Mahon, formerly executive secretary to James E. West, chief scout executive of the Boy Scouts of America during the $1,000,000 Boy Scout campaign, is personal secretary to Mr. Walsh. James T. O'Donohoe. formerly connected with the office of Charles B. Dillingham, the stage producer, has signed up as head of the Walsh playreading department. Mr. Walsh recently has had his staff searching the city for suitable offices for the new organization. His temporary headquarters are at 1465 Broadway, New York, the home of the Mayflower Photoplay Corporation. Deal Involves S25,000 RIVERSIDE, CAL.— C. B. Yost has taken possession of the Majestic motion picture theatre, which he purchased from J. A. Menard for $25,000. Mr. Menard will confine his attentions to the Orpheum theatre. Lehrmann in New York ' NEW YORK— Henry Lehrmann of the Lehrmann Comedies is stopping at the Claridgc while in the city. Princess Again Screening LEADVILLE, COLO.— The Princess theatre has been reopened by Glen C. Schrader. The house was redecorated by Mr. Schrader. AUTHOR WITH PRODUCERS OF "THE FOUR HORSEMEN" •v Left to right — Miss June Mathis, Marcus Loew, Vincente Blasco Ibanez, Richard A. Rowland, President of Metro, and Maxwell Karger, Director General. The picture was taken at Metro studios, Hollywood, Cal., where Senor Ibanez went to help prepare the motion picture version of his thrilling war novel, "The Four Horsemen of the Apocalypse." Miss Mathis is writing the scenario.