Exhibitors Herald (Oct-Dec 1920)

134 EXHIBITORS HERALD WHA T IS IN PROSPECT FOR 1921? The Most Prosperous Year of All Says WATTERSON R. ROTHACKER December 25, 1920 kfcT~»VERY one in the motion picture r~\. industry — producers, distributors, "^"^ exhibitors and professionals — I wish all of these as merry a Christmas and as happy a New Year as the Rothacker Film Manufacturing Company will have. And I hope they will enjoy as prosperous a coming year as I feel sure is in store for our organization." This was the holiday greeting of Watterson R. Rothacker. It should be a Merry Christmas and Happy New Year for the Rothacker company because the twelve months now drawing to a close have proved the biggest by far on the Rothacker calendar. In the laboratory division business wa? turned away because it was mechanically and humanly impossible to turn out any more prints. In the industrial division at times it was impossible to hire enough cameramen to keep pace with the demands of clients. When Dad Time puts on the 1021 reel the Rothacker organization will be starting out on a year that will prove memorable in its history. By the time the infant 1921 has its teeth cut the Rothacker Coast laboratory will be opened. Mr. Rothacker then will go to London to get construction started on a third laboratory. While in Europe last summer he received assurance of enough business to enable the foreign plant to open up with 500,000 feet of printing a week. On return from abroad next spring Mr. Rothacker plans to award the contract for the erection of a fourth laboratory in New York. * * • The dawn of 1920 saw the Rothacker industrial division, one of the world's largest producers of practical pictures, the field in which Mr. Rothacker was the pioneer. But one would scarcely recognize that industrial division today. Last January there was only one Rothacker industrial headquarters — in Chicago. Early last spring President Rothacker bought out the Leggett & Gruen industrial film concern and formally opened the Eastern Rothacker industrial branch at 220 West Forty-second street, New York City. One after another, other branches were established in St. Louis. Buffalo, Peoria and Milwaukee. While in Europe last summer Mr. Rothacker appointed Richard Wainwright industrial representative for the United Kingdom. Mr. Wainwright having offices at 6 Piccadilly Mansions, Shaftsbury avenue, W. I. The "super-production" made its advent into the industrial field this year. Formerly most practical pictures were of short length. This year industry came into full appreciation of the value of the medium which Mr. Rothacker was the first to harness into their service ten years ago. A manufacturer, who two years ago would have been content with only one reel, this year found need for eight to ten reels. * • » Films which American manufacturers will use to get Uncle Sam's share of the foreign trade were a notable feature o$ 1920 practical pictures production. Films produced in the Chicago studio last spring are now in all parts of the world. For the laboratory division 1920 proved a severe test. There literally was not a breathing spell in the entire year. But in spite of this pressure a half-hour was chopped off each person's working hours by giving the laboratory workers two recesses a day — fifteen minutes morning and afternoon — in which they might dance in the studio, go for a walk, regale themselves in an ice cream soda across the street, or whatever they pleased The laboratory force responded to this innovation by actually turning out more prints in eight hours than they had been doing in eight and one-half hours. Early in the year the exterior fireproof vault was completed, affording clients an absolutely safe storage place for negatives. Inside the laboratory a number of changes were made, notably the segregation of assemblers into small asbestos-walled rooms. The organization started out at the beginning of 1920 to make "Rothacker Service" as well known as "Rothacker Prints." Service men were dispatched on a tour of the exchanges to find out all the ways the organization could deliver something more than prints. Members of the organization now feel that the service goal has been attained, but they are determined that the goal I of 1920 shall be only the starting point of 1921. Wesley Smith has been maintained on the Coast as a service representative, visiting the studios regularly. "One of the big jobs on our program for 1921 is the standardization of our laboratories," said the president. "Early in the new year the Rothacker laboratory on the Coast will be opened. As soon as this one is operating, I plan to go to London to get construction work started on the European contract. I do not think we are overly optimistic when we hope to see laboratories erected both in London and New York City in 1921. "The then four Rothacker laboratories must be standardized — although long distances apart, they must operate as mii mti i> ii \ ii iii \\hc> him Ju»» completed "Ilnblt," ■ new Flrnt IllMMl fciilurr. World Eliminates Advance Deposits THOUGH a newcomer in the field, considerable attention has been attracted to World Motion Pictures Corporation, prolucing the World's News Pictures. The company announces through its managing sales director, James B. ("Smiling Jimmy") Kelly, that all forms of advance deposits and advance payments will be abolished, the exhibitor being placed on a credit basis. » * » Joseph Hartigan, chairman of the finance committee of foreign loans of the United Etates, is chairman of the corporation's finance and advisory board. Under his direction 1,500 banks will act as representatives of the company, each permitting the corporation to give a credit rating to those exhibitors entitled to it. The exhibitor pays his bills to the bankers as financial representatives of the concern. An eight-page rotagravure section will be supplied to newspapers throughout the country, with four pages covering news, one style, one sport and one motion pictures. It will be known as the World's News Illustration Supplement. The first issue comes simultaneously with publication of the first news reel on January 15. * * * David Murphy, formerly general manager of the Central press, will supervise the illustrated section. Alfred Walker is managing director of production, sixteen producing units now being planned. Pell Mitchell edits the news reel. Exhibitors have signed up for more than 4.000 days on each reel. 'IntheJhadow o/itheDom; A David G. Fischer Production