Exhibitors Herald (Jul-Sep 1922)

22 EXHIBITORS HERALD July 22, 1922 Lasky Bringing Negri and Other Foreign Stars to U. S. Two Players from Each of Three Countries Are to Join Paramount Forces in America (Special to Exhibitors Herald) NEW YORK, July 11. — Pola Negri, distinguished star of a number of European productions which have had a wide circulation in this country, will arrive in the United States next month to appear in a big feature to be made by Famous Players-Lasky Corporation. Miss Negri is the first of a number of foreign players who will augment the Paramount Stock Company. Quigley Editorial Opens Wide Discussion Among Exhibitors (Continued from page 21) THIS announcement is the first to be made by Jesse L. Lasky, first vice president of Famous Players-Lasky, on his arrival from Europe, after having spent several weeks visiting authors and film producing centers in England, France, Germany, Spain, Austria, Hungary and Italy. "Miss Negri is undoubtedly the foremost screen artist of Europe," said Mr. Lasky. "Because of her genius she has built up a world. . , wide following, Jesse L. Lasky ^ when Amer;_ can audiences see her in a powerful story, produced by a capable director, and gowned in the latest Paris creations they will acclaim her as one of the biggest stars of the American screen. "When I was in London I was approached by a famous dramatist, whose name I am not at liberty to disclose. He told me he had written a story especially for Pola Negri and would like to have me produce it. After reading it I was ready 'o agree with him that he had written a powerful drama, and, unlike many authors, had at once caught the idea of having an international flavor to his story. * * * "A few weeks later I met Miss Negri. Up to then I had seen her only on the screen — wearing historical costumes, or cheap, dowdy dresses which suited the characters she happened to be playing. When I met her in person I was immediately captivated by her charm, her personality and her smartness, and decided that, if it were possible, I wanted her to make the picture which my English author had written. "Through arrangements with Hamilton Theatrical Corporation, to which she is under contract, we plan to have Miss Negri come to New York next month and make this big, special picture at our Long Island studio. It is our intention to bring over two leading character players from France, Spain and England respectively and give them places in the stock company, that a more international flavor may be given our pictures." Another move made by Mr. Lasky to increase the international appeal of American Pola Negri pictures was the establishment of scenario bureaus in London, Paris and Madrid. "Despite frequent criticism to the contrary," he said, "I found that American motion pictures are more international in their scope than those made abroad, and it is because of this that American pictures dominate and will continue to dominate the screens of the world. America is the only internationalist, and the producers of all other countries are parochial in their outlook." * * * Franz Molnar, author of "Liliom" and "The Devil," is writing a play for which he also will do a motion picture scenario, and both the play and picture will be produced in America by Paramount in the next few months. Mr. Lasky will leave for Hollywood in two weeks. Before going he will put into effect an ambitious production schedule for the Paramount studio on Long Island. He intimated that this studio will soon be operating at capacity. Alice Brady is working there in "Missing Millions;" Jack Holt, who has done all his work on the West Coast, is expected to come East in the near future, and some time in August Thomas Meighan, who has been working in Hollywood for the last year, will return to New York to produce a big starring picture. Elsie Ferguson will begin work in the East in August on "Outcast," and other Paramount stars will make pictures in Long Island studio in the near future. Neilan 's Next Film to Be from Byrne' s Novel (Special to Exhibitors Herald) LOS ANGELES, July 11.— An adapta, tion of Donn Byrne's popular novel, "The Stranger's Banquet" will be the next picture to be produced by Marshall Neilan. The story has enjoyed a large sale since its publication in J919. It is the plan of Mr. Neilan to produce the film on a scale which he has never heretofore attempted, made possible through his association with Goldwyn. New Firm in Field (Special to Exhibitors Herald) KANSAS CITY, MO., July 11.— The National Film Releasing Company is the latest independent distributing company to enter the field in Kansas City. F. F. Nine, formerly branch manager of the Vitagraph Kansas City office, is the organizer and head of the new concern, to be located at Nineteenth and Wyandotte streets. proach prices made us by Universal, Vitagraph, Metro, Pathe, R-C or Realart, provided they have productions we consider worthy of screening. "In your issue of July 8th, you seem disposed to saddle all the responsibility lor the success or failure of the independent producer on the exhibitor. "We frankly disagree with you and believe we have the evidence to sustain our position. "The price on the picture in question you will note was $100.00 for one day or $150.00 for two days, which is considerably more money than we have received at the door on any two pictures for some time. "This party states that 'Mickey' was being sold for $100.00 when we can produce a contract where we bought the picture two days for a great deal less. If it was not possible that our stating the price would be unjust to the exchange from whom we bought it, we would give you the exact figure, which perhaps is not essential because we did not pay $100.00 by about two jugsfull. Say Rental Is Unfair "I have witnessed ' | and while it is a good picture, we have run picture after picture that had just as much punch and equally as much constructive power in the upbuilding of the moving picture industry. Also equally strong in pulling power with the public. In our estimation the moving picture producers should think a little about the principles of producing pictures that will have not simply the power to amuse, or entertain, but that constructive and dignified basis that will serve to enhance their value as vehicles of higher morals builders and thus go a long way toward doing away with the flighty reformers' cud upon which he is now so lavishly chewing. "Just now we want to believe that your purpose is to be fair both to the theatre owner and to the producer, but we have the goods on you in this case that we were asked more money for this picture than anything we have priced lately with the exception of 'Way Down East' and it was so unreasonable that we simply laugh when we think of it." 15 Episodes Called Right Serial Length (Special to Exhibitors Herald) NEW YORK, July 11.— The fifteen episode serial is here to stay says Elmer Pearson, general manager of Pathe. "This is the length, coupled with the maximum of entertainment quality, that attracts patrons with the greatest certainty and is most advantageous from all angles of presentation, advertising and exploitation" Mr. Pearson declares. "Nero" Special Opens In London and Paris (Special to Exhibitors Herald) NEW YORK, July 11.— Simultaneous with the inauguration of its ninth week's run at the Lyric theatre, "Nero," the Fox special production, will also open in theatres at London and Paris. It will be presented at the Gaumont Palace theatre in Paris and at the Covent Garden theatre in London.