Exhibitors Herald (Dec 1921 - Mar 1922)

46 EXHIBITORS HERALD January 28, 1922 Industry Now Taking New and Permanent Form Says W. W. HODKINSON Recent Developments Indicate Establishment of Neutral Distributing Agencies, He Believes THE motion picture industry today is taking a new and permanent form. Economic conditions are responsible directly for this readjustment. This is the profound belief of W. W. Hodkinson, president of W. W. Hodkinson Corporation, who is now on the West Coast conferring with producers on forthcoming pictures for his distribution organization. PEOPLE regard the motion picture industry as a business, but Mr. Hodkinson advances another opinion. "It will not be a business," he says frankly, "until this realignment, which will eliminate waste and place operation on an economic basis, has been realized." * * * Three developments of more or less recent origin are cited by Mr. Hodkinson as manifestations of the remolding of the industry into a new form. Significant in this respect, Mr. Hodkinson contends, are the following: Organization of the Independent Screen Artists Guild. The growing strength of exhibitor organization. The Hays movement. "All of these developments," says the distributor, "show a growing tendency for more direct dealings between the producer and the exhibitor. * * * "The time is coming, I believe, when distribution will be accomplished through a neutral agency." Mr. Hodkinson was asked if "neutral agency" implied a "centralized distribution system." "No," was his immediate answer. He continued: "There may be a number of neutral agencies. Through these agencies producers will sell their pictures on merit." This realignment in the industry should solve the rental problem in Mr. Hodkinson's opinion. Under present operating conditions, he says, exhibitors are paying too high prices for some pictures and too little for others. This condition can not be avoided, he says, until the readjustment has taken place and until the waste in distribution has been eliminated. * * * Mr. Hodkinson made little comment on the reduction of admission prices. Granting that theatres are lowering their prices, he would make no statement as to whether or not he considered this good policy. Chicago was Mr. Hodkinson's only stop between New York and the Coast. He said that possibly on his return trip he would visit several of his other branches. While in Chicago he spent the day with W. F. Seymour, his district manager, and Ralph Simmons, local manager. He made calls on a number of exhibitors. CHARLES RAY looking over the new Metropolitan Theatre, Atlanta, Ga., with Willard C. Patterson, manager of the Criterion and Metropolitan Theatres, upon the star's recent visit to the South. New Producing Firm Enters Coast Field Roy H. Klumb Productions Company Is Backed by Chicago Capital (Special to Exhibitors Herald) LOS ANGELES, Jan. 17.— Roy H. Klumb Productions Company is a new producing organization to enter the Los Angeles field. It is launched by Roy H. Klumb and Edward T. Schloetzer, Chicago business man. The company is being financed on a large scale by a group of Chicago men who have not heretofore been identified with the film business in any way. Plan Two Productions Executives' offices have been established at 5107 Hollywood boulevard. Plans have been completed for two productions. One will be in seven reels, entitled "The Desert of the Damned," from a novel by Bert D. Essex, with an allstar cast, including four of the biggest names on the screen. The other will be a two-reel comedy drama featuring Mr. and Mrs. Harry Todd, stars of the Snakevillc series of comedies made by Essanay several years ago. Harry MacQuarrie will direct the productions. Stories by Prominent Author The new concern claims to have the entire output of a prominent author, including three published novels and two stage plays. High Grades in School Admit Child to House (Special to Exhibitors Herald) EVANSVILLE, IND., Jan. 17.— Free picture shows for school children to be conducted on the "merit system" have been started by Bryon Brentlinger, manager of the Victory theatre. The first such show was given particularly for poor children to whom tickets had been issued by the Chamber of Commerce. It is planned hereafter to entertain free of charge the children who are recommended by their teachers for having received high credits in school work. Offers Film to Supplant Prologue Screen Versions of Celebrated Musical Compositions Are Being Produced by Macgoivan and Murphy A novelty reel which its producers believe will obviate the necessity for elaborate presentations is announced by Visual Symphony Productions, Inc. Dudley Murphy is president of the company offering this unique attraction and Claude Macgowan is general manager. This series of twelve one-reel subjects will be known as "Visual Symphonies." Each subject will be an interpretation of a celebrated musical composition by people from the operatic world. A synchronized musical score for an orchestra, player piano or piano accompanies each subject. Production of the "Symphonies" is under the supervision of Mr. Murphy. The first publication will be Saint-Sacns "Dans Macabre," which will go to the theatres under the title, "The Dance of Death." ♦ * * Interpreting this dance will be Adolf Bolm, distinguished dancer and pantomimist, who is ballet master of the Metropolitan Opera company, Ruth Page, prima ballerina of the Metropolitan, and Olin Howland, Mr. MacRowan's description of these subjects follows: " The idea is to take well known composers and their compositions such as Beethoven and his 'Moonlight Sonata,' Saint-Saens and his 'Dans Macabre,' and show in an atmospheric and beautiful way the composer as he dreams and creates his compositions. "He will be in his studio, or at his piano, and as he starts to play, as his hands move on the keyboard, the music will start and the scene will dissolve into his vision, which is the interpretation of the composition, the action synchronizing with the tempo of the music. In the same manner the story of the composition is told." * * * Mr. Murphy, who conceived the idea for these productions, has completed three of the series. They will be handled through a national distributing agency. Mr. Macgowan expresses the opinion that use of these subjects as "curtain raisers" so-to-spcak, will save exhibitors thousands of dollars" because they are "a satisfactory and economical substitute for special presentations."