Exhibitors Herald (Jul-Sep 1922)

16 EXHIBITORS HERALD July 8, 1922 Refuse to Write Ad Copy for Films Lacking Merit Urges SIR CHARLES HIGH AM Noted Advertising Expert Says That Industry in England Needs a Will H Hays (Spiecial to Exhibitors Herald) NEW YORK, June 27.— A notable event in the history of the Associated Motion Picture Advertisers was a luncheon on Thursday, June 22, at the Biltmore, in honor of Sir Charles Higham, noted English advertising expert and identified with the cinema business in England. SIR CHARLES delivered an address which was strikingly pointed. He called upon the advertising men to exert their influence to "clean up" the motion picture business and warned them that they , should refuse to write advertising copy for pictures that are lacking in either a proper moral standard or in artistic merit. Sir Charles, who was the founder of the Alliance Film Corporation of England, said: * * * "I know it is difficult to preach to you. Put out a cleaner, a more human picture, a picture that once and for all says 'Hollywood is dead,' and all the rotten mess is gone. You can't wipe it out by burning the fields, you can't wipe out that stigma by stopping Arbuckle's pictures. There is only one way and that is by wiping it out of yourselves, and then you will be proud to belong to the picture business. ''You cannot have clean pictures unless your industry is clean. Motion pictures need not be unclean in order to be human, virile or attractive. Sex pictures if you like, but not sexuality. Sex rules the world, but let us make the world realize that we have a soul as well as a body. "We need a Will H. Hays in England also. The photoplay industry is still in short pants, but it is growing, and so has growing pains. * * * "Griffith is the practical dreamer of your industry, in my judgment. 'Intolerance' was the beginning of an era of great silent drama. "The American motion picture is the great American propaganda. It has told the whole world about your national and home life. It has done more than all the books and all the speeches to inform the world what America is." The speaker was introduced by D. W. Griffith who stopped work at his Orienta Point studio to be present at the luncheon. Mr. Griffith delivered a stirring and convincing talk which obviously made a marked impression on his audience. He paid an eloquent compliment to the motion picture as the universal language which he holds is destined to wield an unequaled influence in advancing social and commercial conditions throughout the world. He referred to Sir Charles as the advertising genius of Great Britain and commended the advertisers to the example of the possibilities of the advertising profession which his career has set. * * * C. L. Yearsley, president of the A. M. P. A. presided. John C. Flinn explained the purposes of the association for the benefit of many guests from outside the industry who were present. Cortland Smith was present as personal representative of Will H. Hays. Among those at the speakers' table in addition to Sir Charles, Mr. Smith, Mr. Flinn and the toastmaster were: Frank D. Carrothers, W. C. Patterson, E. W. Hammons, Col. J. W. O'Mahoney, S. L. Rothafel, Victor Shapiro, Julius Adler, Louis Wiley, Thomas Wiley, Richard Howland, W. H. Rankin, C. L. Yearsley, Paul Gulick. Harry Schwalbe, J. D. Williams, A. M. Botsford, James O'Shaughnessy, Paul Lazarus, Hector Fuller and Elmer Pearson. Julius Stern to Go Abroad on Vacation (Special to Exhibitors Herald) NEW YORK, June 27.— Julius Stern, president of Century comedies, will sail for Europe in the near future on a vacation. Abe Stern, his brother, is now abroad, and Julius Stern is preparing to leave upon his return to America. HENRY GINSBERG has been appointed general sales manager of Al Lichtman Corporation. For nearly three years he has held the position of sales manager for Educational, having spent most of that time in the field. Eva Novak Married (Special to Exhibitors Herald) LOS ANGELES, June 27.— Eva Novak, motion picture star, and William Richard Reed, cameraman, were married last week at Riverside, Cal. Gordon Is Honored By First National Leaves Executive Committee Post; Remains Director and Voting Trustee (Special to Exhibitors Herald) NEW YORK, June 27.— As a token of appreciation of his faithful and meritorious service with Associated First National Pictures Inc., N. H. Gordon of Boston, received from his fellow members of the organization, a specially designed and j e w el studded watch. Mr. Gordon's work with First National and his practical counsel have played an important part in dev e 1 o p i n g the Nathan Gordon affairs of the organization and his services as an executive committeeman during the last two years have proved of inestimable value to the company. Because of urgent outside business interests he has decided to resign as a member of the executive committee. Other Duties Interfere By reason of his intense enthusiasm for the principles of cooperative effort, Mr. Gordon gave a great deal of his time and thought to First National's development. As one of the most active members of the executive committee, and because of his proximity to New York, he was called upon many times to perform special tasks of an important character which required him to be absent from his family and New England theatre interests for weeks, and on some occasions, months at a time. On Two Committees Consequently, at the annual meeting of original franchise holders at West Baden, Indiana, in April, the reasons which made it difficult for him to consent to the unanimous request of his fellow-franchise holders to continue as a member of the executive committee were fully understood. However, the members' insistence resulted in his agreemnt to remain a member of the board of directors and as one of the voting trustees — two executive bodies of the organization which meet less frequently than the executive committee. Theatre Men 's Outing Held in Massachusetts (Special to Exhibitors Herald) BOSTON, MASS., June 27.— Scores of exhibitors, members of the Motion Picture Theatre Owners of Massachusetts, enjoyed the outing held last week at Pemberton. Prizes, donated by the exchanges, were awarded to winners in the athletic and water contests. New Edwards Exchange Is Organized in Frisco (Special to Exhibitors Herald) NEW YORK, June 27.— Sam Y. Edwards, former manager in San Francisco for First National, has been in New York negotiating for productions for his new exchange, X. L. Pictures Exchange, which will open for business in the Coast city on about July 1.