Exhibitors Herald (Jul-Sep 1922)

September 16. 1922 EXHIBITORS HERALD 61 Big Stories for Selznick Specials FORMAL announcement of the plans of Selznick Pictures Corporation show that such stories as Sir Anthony Hope's "Rupert of Hentzau," Robert W. Chambers "The Common Law," Eugene Walter's "The Easiest Way" and others of like calibre haye been selected by the company to produce under its new policy which includes the abandonment of the star series or program plan in favor of specials. Throughout the industry it has been generally known that Lewis J. Selznick. whose name the company bears, is the fountain source of every important policy which the company undertakes. The decisions on these policies are arrived at only after an exhaustive examination of every conceivable detail which has to do with a particular policy. It would seem then that the Selznick plan for 1922-23 is best examined by a consideration of creep a little before we walked," is the way the head of the company puts it. "That we didn't do much "creeping' may have been the result of our having picked up in record time the kind of photoplay attractions with stars like Olive Thomas. Elaine Hammerstein. Eugene O'Brien and Owen Mocre which the industry seemed anxious to buy from a selling organization built around the same chaps who had handed them Norma and Constance Talmadge, Clara Kimball Young. Alice Brady, and others. But mind -you. now that those old chapters are closed, I'm perfectly willing to confess that we would have been willing to "creep' and not to 'run' as we did— for we were even then in training for what we are setting out to do in 1922-23 and in subsequent years." The trade has seen the development of the Selznick producing unit under the supervision of The Selznick triumvirate — Lewis J. (above), Myron (left) and David O (right). These three have adopted a progressive policy of production and distribution for the 192223 season. Significant in the company's plans is the abandonment of the star series in favor of special pictures. "* just what "L J." has been doing and what preparations have been made for carrying out the new policy. There is the element of surprise in the Selznick announcement that the company's plan of producing only special photoplays is one that was long ago decided upon and a plan which has been worked out in detail for at least three years — surprise, for the reason that the Selznick organization seemed so solidly wedded to the star series idea to which it adhered so valiantly and so long. That the plan was decided upon long ago and that systematic preparations for it have been under way for a long time seems apparent, however, upon a little examination of the Selznick company's recent activities. It was during Mr. Sclznick's days with the World Film that many of the big stage successes were first made into photoplays. This would seem to indicate that he has always been rather keen on the kind of screen entertainment which the exhibitor could well afford to make a fuss about. \\ hen the present Selznick organization which comprises as its most active units Selznick Pictures Corporation and Select Pictures Corporation, the former engaged solely in production and the latter in distribution, was whipped into working shape Mr. Selznick was confronted with a lot of problems. A producing organization qualified to do anything and everything which might be required of it could not be born over night A policy of steady, consistent development, Mr. Selznick says, seemed to be the logical one. "We were perfectly satisfied to Myron Selznick, president of Selznick Pictures Corporation. It is only natural that the younger Selznick should be loyal to the interests of his father's organization. However, there is often a feeling upon the part of the younger generation that their elders are all right in their way but a bit old fashioned. Such a condition does not exist in the Selznick family. Therefore from the beginning he eagerly absorbed the knowledge his father had gained by actual experience. This attitude proved to be invaluable to him when he was called upon to take entire charge of the supervision of the Selznick production forces. For a year or more, L. J. Selznick says, the producing unit has been "rearin' to go" with the bigger things which were in prospect. David O. Selznick, now vice president of Selznick Pictures Corporation, has contributed materially to the restlessness and the desire to do the bigger things ever since he has been working "across the organization," touching practically every angle of the business. The development of the distributing end of the business got under way very rapid^ probably for the reason that the prodret provided by the producing units struck the buyers' fancy. In peparation for the sale of nothing but specials, however, a lot of details had to be carefully worked out and this has been under way for quite a while, most actively since the accession of John S. Woody to the position of general manager of the Select company, directly in charge of sales.