Exhibitors Herald (Oct-Dec 1920)

68 EXHIBITORS HERALD November 20, 1920 Fox to Obtain "Action Stills" for Use of Exploitation Department Still Photographs Are Declared to Be Growing In Importance and Value— Production Forces Will Concentrate on Them With the so-called still photograph increasing in importance in connection with the production of motion picture entertainment until now it is recognized as second in value only io the film itself, William Fox, president of Fox Film Corporation, after much planning, has succeeded in co-ordinating his production forces to obtain "action stills" for every purpose in the exploitation department of his organization. v In the past the still photograph was merely a record for the producer, or director, to assure accuracy of detail in settings and costuming of a picture. The director took his still picture today for reference on the morrow to check the detail of his set or the clothes of his players. Possibilities Recognized Later, with the influx of more progressive showmen into the picture field, still pictures became more frequent, and their use in illustrating the advertising folders published in behalf of the films awakened producers generally to the possibilities of the still camera on the motion picture stage. For several years now the larger producing firms have been publishing photographs from the photoplay. These have been used for press books, for publication in trade papers, for fan journals and for the newspapers that have opened up their columns to the screen. From the stills, also, the posters have been made and lobby display cards of various styles. Use Is Growing This latter use of the still photo is growing in importance and value daily, and it is toward this end that Mr. Fox has issued instructions to both his Eastern and Western production forces to concentrate every effort in securing photographs with a story in them; pictures that contain at once the quality which attracts the eye of the passer-by, strength, action and contrast in tones. The first step was to equip every company at work with one 8 by 10 camera with special lenses, and one graphlex camera for the fast-motion work which offers the most striking stills for lobby display purposes. Every company now working in the Eastern and Western studios is thus equipped, and the result of the first week's work show a greater number of attractive pictures than during any other one week with a like number of units engaged. Lobby Display Important "The lobby display," declared a Fox representative, "is a vital factor in the patronage of the picture theatre today. As anyone who studres the exhibition game may see for himself, there are thousands of people in every city who are drawn into the lobby cf the house by the photos displayed there. — and upon the drawing power of these pictures a good percentage of the business depends. "Why is it that you can stand and see people study the photos and turn away disinterested toward another theatre? Because the photos convince them that there is nothing in the film to interest them. The producer has either lost the atmosphere of the story or has failed to give the prospective patrons in the photos that thing which at once attracts and creates a growing interest to see the play from which they were taken." Contracts Closing Rapidly for Space At Southern Fete (S fecial to Exhibitors Herald) ATLANTA, GA., Nov. 9.— The various local exchanges have taken booths in the Auditorium-Armory for the Motion I'icture Exposition to be held here the week of December 6. Promoters announce that there is some space left, but that contracts are closing rapidly for the remaining sections. The exposition is sponsored by the Film Exchange Managers' Association of Atlanta. The fact that promises have been obtained from several producers for the personal appearance of popular stars has given encouragement to the movement. Select Pictures Corporation has promised that Zena Kcefe, Eugene O'Brien and Rubye de Remer will be present; D. W. Griffith will send Dorothy Gish; Metro will be represented by Bert Lytell, provided he has finished the production on which he is now working. Universal has given permission for Eddie Polo to be present, and it is possible that Priscilla Dean will be present A number of others have promised to be present for the evening, including Lillian Walker, Peggy O'Neil, Frances Eldridge, Helen Gardner and Louise DuPre, a daughter of the South and a native of Atlanta. u. s. Government Wants M. P. Laboratory Aids Competitive examinations for motion picture laboratory aids will be held in the various states and territories of the United States on December 15, 1920. All citizens of the United States who meet the requirements, both men and women, may enter this examination. The duties of appointees will consist of assembling, splicing and repairing motion picture films and may include "the staining of positives, the printing of positive films and the operation of projection machines." Applicants who wish to take the examination should address the Civil Service Commission, Washington, D. C. Pearl White in a scene from "Tiger's Cub," her latest Fox feature, directed by Charles Giblyn. Chicago's" Daylight Plan Daylight saving won by a small margin at the November 2 election in Chicago. According to plans now being considered by the city council the period will be shortened two months next year, beginning the last Sunday of April and ending the last Sunday in September. Exhibitors opposed the measure because it continued the daylight saving period too long. New M. P. Theatre CAMBRIDGE, MD.— The Cambridge Amusement Company will erect a new motion picture theatre here to cost $100,000. It will have a seating capacity of 1,200. H. W. Webb has been selected as manager.