Exhibitors Herald and Moving Picture World (Apr-Jun 1930)

June 7, 1930 EXHIBITORS HERALD-WORLD 67 Columbia to Produce No Silent Versions During 1930-31 JOE BRANDT President HARRY COHN Vice pres, in charge of production JACK COHN Secretary and treasurer straight percentage basis from the first dollar with maximum guarantees. “Through this plan,” a Columbia official explained, “the exhibitor will no longer have to gamble on his profits as he will not buy until the picture is made and lias actuaiiy demonstrated its value at the box office. “The percentage basis has been devised as part of Columbia’s policy to give exhibitors the greatest possible cooperation and service and to give the theatre owner a selectivity in which ’he buys entirely on merit. “Backing ‘The Superior Twenty’ and 104 short subjects Columbia plans a more extensive advertising and exploitation campaign than ever before attempted. The outline includes national advertising in newspapers, magazines and trade papers and merchandising tieups with some of the largest national advertisers of staple prod Rube Jackter Morris Safier Ass*t sales manager Circuit sales manager ucts. A new line of audience-pulling accessories will also be brought out by the company during the year with a view of helping the independent theatre owner to increase his box office receipts on each Columbia production. “Figuring prominently among the stars of stage and screen who appear under the Columbia Pictures banner are: Jack Holt, Ralph Graves, Barbara Stanwyck, Evelyn Brent, Dorothy Revier, Joe Cook, William Collier, Jr., Margaret Livingston, Aileen Pringle, Joan Peers, Matt Moore, Sally O'Neil, Molly O’Day, Louise Fazenda, Tom Howard, and Alan Roscoe. “Other outstanding stars from the screen, stage and musical comedy have signed options and their names will be made public shortly. “Among the directors and producers, identified with Columbia productions are: Frank Capra, director of ‘Submarine/ ‘Flight’ and ‘Ladies of Leisure’; Edward Sloman, responsible for ‘Puttin’ on the RitzJ ‘Soldiers and Women’ and ‘Hell’s Island’; Karl Brown, James Flood, Matt Moore, whose initial directorial effort will be for Columbia; and Louis King. Negotiations are now pending for the signing of several other noted directors of both stage and screen. “To prepare the vehicles for the screen Columbia has assembled a scenario staff composed of the following personalities: Jo Swerling, newly appointed scenario head, is author of the stage successes ‘The Kibitzer,’ ‘Little Miss Nobody’ and ‘Demi Bride’ and the dialog of ‘Ladies of Leisure’; James Warner Bellah, novelist and short story writer for such magazines as Saturday EveningPost, Colliers, Liberty and McClure’s ; Lester Cohen, well-known author of ‘Sweepings’ and ‘The Great Bear’; Dorothy Howell, scenarist; James Whittaker, novelist and short story writer and author of ‘Shebo’: Carey Wilson, scenarist of ‘Ben Hur,’ ‘The Awakening’ and ‘The Flying Fool’; William M. Conselman, creator of ( Continued, on page 87) w ♦ ♦ ♦ Y ▼ HA I are considered to be ■the most hnportant sales conventions ever held by Columbia Pictures were launched this week when the Eastern executives gathered in the Park Central hotel, New Samuel J. Briskin Ass’t studio manager Joe Goldberg General sales manage , York, on June 2 and 3 for the first of a series of three regional gatherings. In addition to announcing the titles of the 20 productions in “The Superior Twenty” for the coming season, including adaptations of, stage productions and magazine stories which have been circulation boosters, and seven series of shorts comprising 104 single reel subjects, several ; changes in sales policy were announced. During the coming year Columbia will make no silent versions of its productions. Another change in policy, the convention was told, is the elimination of program features. The success of such films as “Flight,” “Submarine” and “Ladies of Leisure,” officials said, had convinced them that during the coming year efforts should be concentrated upon turning out a quality of production with a view of obtaining longer runs on each picture and extended runs on many. With this in mind the product has, been classified as 14 “Proven Specials” to be sold at the beginning of the season in block on guarantees and percentage, and six “Extended Run Giants” which are to be offered on percentage 'independently as released. The policy on the “Six Giants” will be a J. H. Gallagher Director public relations