Exhibitors Herald (Dec 1924-Mar 1925)

20 EXHIBITORS HERALD January 17, 1925 Next Month Marks Vitagraph’s Twenty-eighth Birthday Landau Will Manage Minneapolis Lyceum; Brown Has Resigned (Special to Exhibitors Herald) President of Company Says His Single Goal Has Been Permanency — Declares Concern Has ^‘Weathered Seas of Competition’ By ALBERT E. SMITH r 'y "AWENTY-EIGHT years ago, in February, William T. Rock, J. Stuart I Blackton and I organized Vitagraph. It was the first independent firm to produce motion pictures for the amusement world. Long before the business of producing and distributing became the involved industry it is today Vitagraph led in supplying films to the independent exhibitors. The little fellows who set up projection machines in vacant store-rooms in the crowded districts, where people thirsted for entertainment within their means, remember the Eagle — the brand of Vitagraph. Today those men stand at the top of the list of theatre owners in America. Their patrons and the sons and daughters of their patrons.talk of Vitagraph with an open tongue. Vitagraph has stood for all that was good in entertain.4ibert E. Smith in busi ness policy in pictures. In an industry which has suffered the criticism to which motion pictures have been subjected, there are bound to be skyrocket advancements and plummet-like falls. It has been my pleasure to guide Vitagraph steadily forward, up the road to now, with but a single goal before me — permanency. I take a pardonable pride in Vitagraph’s steady sailing. Vitagraph has escaped the rocks of vanity and has weathered the seas of competition. * * * More than two years ago I discarded the so-called “star” system, a system burdened by little plots usually selected to fit the players. I saw that the trashy, anaemic sex story was doomed. I instituted in Vitagraph production the making of big, vital, man’s size stories. Human interest, cleanliness, action, punch — these were the standards by which Vitagraph was to select future stories. I proved that I was right in the release of the very first picture, “The Ninety and Nine,” filmed from the great old play of that name. “Masters of Men” was produced from the greatest sea story ever told, written by Morgan Robertson. It was hailed as the greatest American film since “The Battle Cry of Peace,” which J. Stuart Blackton produced for Vitagraph. David Smith made “Masters of Men.” He followed it with another story of equal breadth in entertainment, “Pioneer Trails.” Today Vitagraph stands at the head of producing companies on selfwon merit. * * * “Captain Blood,” produced by David Smith, is the outstanding picture smash of a decade. It has been hailed by the industry, by the public, and by the exhibitors as the top-notch picture of the season of 1924-1925. “The Clean Heart” or “The Cruelties of Life,” produced by J. Stuart Blackton, followe(^ “Captain Blood” and won the instant commendation of every lover of moving pictures for its sheer artistry. Blackton followed this with “The Beloved Brute,” again proving that great stories can be made “differently” and be box office attractions. I announced less than a year ago a schedule of twenty-six releases by Vitagraph this season. Half of these have been finished and placed on the market, and they have been released to exhibitors. When I was tempted by my advisors to hold “Captain Blood” for roadshows and skim this picture of the gravy of exhibition values, I said : “Vitagraph always has made pictures for exhibitors. It is not in the theatre business; it tries to control no man’s entertainment. This policy will be continued by Vitagraph.” “Captain Blood” has enjoyed more than 1,000 first runs to date, and, my friends, every one of these bookings has registered by exhibitors. It is an exhibitors’ picture, made for exhibitors who want to give their public the best. That is Vitagraph policy. It was Vitagraph policy in 1897; it is Vitagraph policy in 1925. * * Twenty-seven years have passed since the late William T. Rock, J. Stuart Blackton and I organized Vitagraph. Vitagraph celebrates its twenty-eighth anniversary in February. In the time intervening it has released more than 15,000 motion pictures. Twenty-seven years of honorable service to the exhibitors lie behind it and it faces its coming years with but one aim — to continue to give clean, wholesome, healthful pictures to the public which has so long favored it with its patronage. American Producers Criticized by French for Abusing Rights (Special to Exhibitors Herald) WASHINGTON, D. C., Jan. 6.— A bitter protest has been made by French motion picture producers against Americans. A petition has just been filed this week which asks the French government to restrain the American producers from the use of public buildings, monuments, gardens and other institutions for background in their plays, according to dispatches received here. For several years, it is said, the film people have used these settings, without charge, upon the desire to make a film in France. Now, however, because the United States will not import French pictures, it is said, the privileges should be withdrawn. Further, the report adds, the two films, “Koenigsmark,” and “L’Enfant du Roi,” successful in France, shall not be shown in the United States. Pathe in New Quarters BOSTON, MASS. — The New England headquarters for Pathe is now situated in the heart of the film center here, the branch-office having been moved last week from 13 Stanhope Street, to new offices at 39 Church Street. MILWAUKEE, WIS., Jan. 6.— Leo A. Landau, who resigned on January 1 as director of the Garden and Alhambra theatres here, will join the ClintonMeyers chain shortly as manager of the Lyceum, Minneapolis. Mr. Landau was succeeded here by O. J. Leo A. Lancia O. J. Wooden Wooden. Announcement of Mr. Landau’s plans has led to considerable speculation among Milwaukee exhibitors regarding the disposition of Len S. Brown who has managed the Minneapolis house since it was remodeled some time ago at great expense and became one of the showplaces of the northwest. In the Lyceum Mr. Landau will have a theatre that boasts two dance halls to which patrons of the show are admitted without extra charge. Brown Resigns Lyceum Management (Special to Exhibitors Herald) MINNEAPOLIS, MINN., Jan. 6.— Len S. Brown has resigned as manager of the new Lyceum here to accept another position which, he says, “I am not at liberty to discuss.” Hearst Leases House; His Retirement from Films Seems Certain (Special to Exhibitors Herald) NEW YORK, Jan. 6. — That William Randolph Hearst has definitely decided to retire from picture production is the reason generally credited for the leasing of his Cosmopolitan theatre to Flo Ziegfeld for a period of five years. The house will cease at once to be used for picture purposes. Prior to Mr. Hearst taking over the theatre it was known as the Circle and about $200,000 was spent remodeling it for a home for Cosmopolitan productions. Not until the closing of “Janice Meredith” was any other than a Cosmopolitan picture permitted a showing in the theatre. “Greed” is the only film attraction which has been presented there. Ormiston to Publicize Florida Theatre Chain (Special to Exhibitors Herald) NEW YORK, Jan. 6. — Harry Ormiston, publicity director of Century comedies and also assistant to Paul Gulick of Universal, is transferring his activities to the theatre field, and early this month will take up his new duties as director of publicity and advertising for a Florida circuit.