Exhibitors Herald (Jul-Sep 1922)

July 1. 1922 EXHIBITORS HERALD 27 Zukor Takes Radical Step to Improve Quality of Pictures Conduct of Players Is Governed by New Plan Stars and Stock Players Will Receive Instructions in Every Branch of Motion Picture Art (Special to Exhibitors Herald) NEW YORK, June 20. — A radical step has just been taken by Famous Players-Lasky Corporation in an effort to improve the quality of motion picture productions. President Adolph Zukor, in a statement issued today, announces the crganizaticn of a Paramount stock company and school at the Lasky studio in Hollywood. The plan contemplates classes for the instruction of players in every branch of their art, and includes a complete set of rules governing the conduct of players both in and out of the studio. The object of the school, according to President Zukor, is to establish a perpetual reservoir of talent from which may be drawn the star of tomorrow. It is expected to result in the development of a great corps of screen players and also in raising the standard of productions to a new level. Zukor Issues Statement President Zukor's statement announced that operation of the school and the rules governing the players are effective immediately. He says: "In organizing the Paramount stock company we have only one aim — better motion pictures. Therefore, we have assembled an organization of men and women who by their work have shown themselves leading personalities on the screen. Many of the men and women of this organization already have achieved the position of stars, others have shown that they have in them magnetism and ability to become stars of tomorrow. "To Have Finest Casts" "Altogether we have in the Paramount stock company a group of players who will give Paramount Pictures the finest casts it is possible to assemble. But none of us wishes to stand still. Therefore, Famous-Players Lasky Corporation has placed at the disposal of all people in the studio its entire resources for their artistic development along principles of proven soundness." In many respects the school will be one of the most remarkable ever attempted. Distinguished directors will act as instructors and pupils will have among their number men and women known throughout the world as leaders in their profession. These include such Paramount stars as Gloria Swanson, Rodolph Valentino. Betty Compson, Elsie Ferguson, Thomas Meighan, Wallace Reid, Dorothy Dalton. Agnes Ayres, Jack Holt. Bebe Daniels, May McAvoy, Pola Xegri. Wanda Hawley, Mary Miles Minter and Alice Brady, most of whom work in the Lasky Studio. Inaugurates New Plan Others in the Paramount stock company are such well known screen players as Lila Lee, Lois Wilson. David Powell. Conrad Xagel, Theodore Roberts, Sylvia Ashton, Walter Long. Charles Ogle, Clarence Burton, Kathleen Williams. Ethel Wales. Helen Dunbar. Leatrice Joy. Anna Adolph Zukor Seeks Scene Change by Lighting Process Selznick Experiment Would Transform Set by Means of Color Lights (Special to Exhibitors Hi raid) LOS ANGELES, June 20.— To completely change from one scene to another yet maintaining the same identical sets and backgrounds, by the mere turning of a series of electric switches, is the innovation upon which Myron Selznick is experimenting. Principle Explained The principle on which these developments are being carried out is in the theory that: as various colors have different photographic values when painted upon scenery, these colors will have the same photographic values if thrown upon the scenery and back drops b3' means of colored lights instead of being painted on. Lights Change Sets Several miniature sets have been erected and are being tried out. These sets are painted on a color scheme which, when exposed to the eye under natural light, appear to be nothing but a weird hodge-podge of colors, but when viewed under colored lights thrown from certain angles of the stage, take on a definite and distinct shaoe and become an established scene. This scene can then be completely changed into a different one by simply throwing on and off a series of lights". Q. Xilsson, Milton Sills, Theodore Kos^loff, Walter Hiers, Julia Faye. Guy Oliver, Lucien Littlefield. Robert Cain, George Fawcett, Bert Lytell and William Boyd. In speaking of the aims of the school, Jesse L. Lasky, vice president in charge of production, says: "The Paramount stock company is the first effort in the history of motion pictures to develop motion picture actors in purely motion picture technique. Also, it is the first time motion picture players have had the opportunity to broaden their technical education so that their training may embrace a knowledge of all phases of picture production. Will Broaden Knowledge "Unlike the student body of most schools, members of the Paramount stock company are persons who already have established reputations in the life work of acting for the screen. Therefore, the purpose of this school is not to instruct in the fundamentals of screen art, except as such instruction may correct minor faults, but to broaden the working knowledge of members of the stock company to the end that they may increase their versatility and have a wider outlook on their art. "In the arduous work of the studio it too often is the case that the actor finds little time to study anything with the connection with his art save the particular role he is called upon to play. Includes Foremost Stars "But membership in the Paramount stock company not only includes men and women who are foremost stars of today, but also players who with established reputations gained by good work will be the screen stars of tomorrow. "To assist them in their progress this training school has been organized because the motion picture has progressed so rapidly that the coming star of the screen must be equipped with a brosd knowledge of all phases of His art." Complete rules and regulations for officers and instructors have been provided. There is a board of control which includes President Zukor, Vice President Lasky, Sidney R. Kent, general manager of distribution, and Cecil B. DeMille. director general. The board of administration is comprised of Mr. Lasky, presi (Continued on page 50)