Exhibitors Herald (Dec 1924-Mar 1925)

36 E X H I B 1 1' O R S H E R A L D February 14, 1925 A studio party was given in honor of Barbara La Marr at Universal Studios, Fort Lee, N. Monday afternoon, January 26, where Miss La Marr is appearing in the Sawyer-Lubin production, “Heart of a Temptress,” with a large gathering of theatrical and newspaper people in attendance. Broadway theatrical circles were represented by Henry Hull and Miss Teasdale of “The Youngest,” Helen Bolton of “My Girl,” Louis Bartels of “The Showoff,” and Ann Pennington of the “Follies” and others. Thalberg Offers Formula for Making Box Office Bets Specialization and Organization Are Ttvo Big Factors Entering Into the Production of Successful Films, He Says (S/'Ccial to Exhibitors Herald) New YORK, February 3. — Irving G. Thalberg, Louis B. Mayer’s right or left hand bower in production matters for Metro-Goldwyn-Mayer, who is in New York for a few weeks for conferences at the home office and to look for picture material in stories and plays, has some decided views on production. Mr. Thalberg says there is a formula for making box office pictures the same as in the making of any other product that is sold to the public, and if this formula is adhered to successful and profitable business is bound to result. SPECIALIZATION and organization are the chief factors entering into this formula for success, according to Mr. Thalberg, and the truth of this is being demonstrated with each production turned out on the Culver City lot. “The organization of a studio like the MetroGoldwyn studio in Culver City today is so systematized that there is no possibility of failure in making pictures that will Thalberg prove among the industry’s biggest box office hits,” said i\Ir. Thalberg. “Specialization in every phase of production is one of the fundamental principles in our formula of making pictures. I believe that the making of any production should be supervised by one individual who is re sponsible for the whole picture, but today production is too complicated for one man to manage every detail of it. Details that used to be considered unimportant are now of prime importance in the making of a picture ; details in costuming, fidelity to atmosphere, everything that goes to make a realistic feature. jjc ^ “For that reason we have specialists at the Metro-Goldwyn-Mayer studio who are experts in their lines. This guarantees that our pictures will be of the highest possible artistic Standard. “In the last analysis, of course, a picture must stand or fall on its box office merit, and today when competition is keener than ever before, and when finer pictures are being made than ever before, it is constantly a reminder that nothing can be left undone to make our pictures box office hits. We feel that exhibitors will agree with us that we have succeeded in this. “The reason that our product is in a commanding position is that it includes the leading stars and directors and the best stories that can be procured. There used to be a time when one star’s name or one famous dircciur would be enough to carry a picture. “Today it is different. The public expects more than it ever did, and we are giving the public more than it ever received, in such of our productions for instance as ‘The Merry Widow.’ That title would be enough to carry the picture alone, but in addition it has Erich von Stroheim’s name, i^Iae Murray’s, John Gilbert’s and other popular players. “It is not possible to tell if what the public wants today is what it will want tomorrow, but as nearly as it can be done, we are guessing ahead. It is well known that a picture of which little is expected is likely to turn out the most popular hit of them all, but the most we can do is to aim at what we know the public has patronized always and hope for the rest. if if if “A best-seller among novels or Broadway stage hits cannot always be depended upon to duplicate the success in pictures, for the technique of pictures is entirely different. But it is that quality, whether it happens to be an exceptional love interest or adventure element or sheer melodrama, that made the book or play a success, that we try to capture in our screen version. They didn’t think it could be done with ‘He Who Gets Slapped,’ but it is nevertheless one of the outstanding screen hits of the year. “Our studios at present are embarking on the greatest production program in our history, and we are confident every one of our pictures is going to register.” Leaders in Wisconsin League Sponsor New Booking Corporation {Continued from page 29) greatest constructive strides ever taken in the history of the business and that the methods pursued will tend to eliminate a great deal of waste and useless expense in the exhibitive end of the business, along the same lines that the producers have been endeavoring to eliminate waste in their end.** Wiesner, general manager, is one of the most widely known men in the film business in the state. He has been connected with Jack Grauman’s Celebrated Players’ office in Milwaukee and is recognized as a man of exceptional ability. As general manager, it is expected that he will do the picture buying. Veteran Heads Combine Mr. Silliman, president, is a veteran Milwaukee showman who, in addition to controlling the Downer, Astor, Jackson and several other East Side houses, some time ago joined with Grauman in taking over the Juneau on the South Side. Mr. Fischer also is one of the pioneers in Milwaukee. He was for years connected with the Saxe organization, being in charge of the Alhambra, the leading downtown house at that time, before it went into the hands of the Uihleins. Later he managed a Chicago theatre, but he returned almost four years ago and led in the organization of a company which erected the Milwaukee, one of the finest uptown houses in the city. Recently he also opened the Capitol, a West Allis theatre. Fred Seegert has become a national figure in exhibitor circles through his activities as an executive in the state M. P. T. O. and the M. P. T. O. of America. Mr. Van Norman’s Parkway is a costly West Side house He has been one of the leaders in the M. P. T. O. Mr. Rice is identified with the interests which control several large outskirt houses including the State, on the West Side. Prince’s Aid in Films NEW YORK. — Pat Culinan, formerly aid-decamp for the Prince of Wales, has been selected for the same capacity with Prince Danilo, which role is filled by John Gilbert in Metro-GoldwynMayer’s new production, “The Merry Widow.”