Exhibitor's Trade Review (Mar-May 1922)

1318 EXHIBITORS TRADE REVIEW Volume 11. Number 19 Frank Borzage (center), Seena Owen, O. O. Dull, assistant director, and Cameraman Chester Lyons resting up after strenuous work in the production of "Back Pay," aj Cosmopolitan production "Age of Color Here,'' Says Blaekton Producer of "Glorious Adventure'^ Believes It Will Mtirk An Epoch in the History of the Industry "Creative stagnation" is the only thing that can seriously injure the motion picture industry or its future, according to Commodore J. Stuart Blaekton. "And there are too many active minds at work for this to be a real menace. Big things are about to break, despite the pessimists." "Never mind the radio craze; nor the censor scares; nor the scandalmongers; nor the Wall Street bears; nor the calamity howlers," says the Commodore. He has a weather eye on the conditions in the United States, from his desk in Bush House on the Strand in London, because he has a picture about to break into the market here, The Glonous Adventure, which will open at the Capitol Theatre, New York, April 23. "I have seen," observed the Commodore, "enough in the journals to indicate that within the industry there is a considerable degree of pessimism in many quarters and that it is being whispered about Times Square that maybe the golden days of the motion pictures are over and that perchance the industry is on its way down hill to a sad conclusion. So there is no reason why I should not openly discuss what everybody is thinking about. "In connection with the present talk of depression it may perhaps be interesting and reassuring to look hack to some other periods when the pessimists felt a great deal more dubious about the future of the picture than they do now." Mr. Blaekton then reviews the history of the industry, pointing out that the new idea always survives. "Then came the great era of program service to the theatres, the days when picture makers sold footage and exhibitors measured the merits of their shows by the loudness of the posters," he says. "This business rapidly approached a maximum and another picture depression was waiting around the corner a couple of years away, when, before it could overtake us, the dramatic feature was brought forth, the modern screen drama. The mo tion picture took on a new burst of life and the vast developments that reach down to to-day. The screen is now in the later days of that remarkable film epoch. The new things and the new policy survived and the motion picture prospered with the new idea. "It is now nearly ten years since the present period began. That is long enough for any dynasty in the film business. Something new has to come and it is coming. "There may be a general impression that the motion picture as it appears on the screen to-day is completely satisfactory, complete and perfect. That is not true. The many hopeful inventors bending over their work-benches in obscure laboratories in a dozen places around the globe are likely any day to bring forth something that may revolutionize the screen. "Meanwhile I hope that I am justified in the belief that there is a step toward a newer and 'better idea in screen entertainment, the beginning of a new period, through the use of the excellet Prizma natural color process for the first time in the production of The Glorious Adventure. "The age of color has come. It may perhaps be a considerable time in reaching its full development, but its destiny now is just as certain as the future of the fivereel dramatic feature was in 1912." "The Challenge" Chosen as Title for Cassinelli Film Star Productions, Inc., announces that the permanent title of the picture which Dolores Cassinelli is making under the direction of Tom Terriss will be "The Challenge," a name heretofore usd for a working title. Mr. Terriss expects to conclude the photographing of this production at the Harry Levey Studio in West 38th Street the latter part of this week. New Production "Wave" at Vitagraph West Coast Studios The recent arrival of Albert E. Smith, president of Vitagraph, at the company's west coast studios in Hollywood was followed by a new production wave. W. S. Smith, manager of the studios, after several days conference with the Vitagraph head issued the statement that the heavy production period which Vitagraph has Deen experiencing would be further augmented within the next few days by the opening of three new productions. Although Earle Williams, William Duncan and Alice Calhoun have just completed pictures, this trio will start on the same day with new productions. It is announced that Mr. Williams will be starred in an 0. Henry story, from Cabbages and Kings. The direction will be by Robert Ensminger who has been associated with Earle Williams as director. Alice Calhoun will begin upon her fourth picture since reaching Vitagraph's California studios. Her new story is called Blueblood. The scenario was gone over last week by President Smith. Miss Calhoun will be directed in her forthcoming picture by David Smith who directed her in The Little Minister. Mr. Smith is just now putting the final touches on My Wild Irish Rose which will be finished this week so far as actual filming is concerned. William Duncan, Vitagraph's western star, has recently finished The Silent Vow and is already in production on another. This latest story is strongly western in tone. Edith Johnson vdll appear opposite Duncan. Larry Semon is in the midst of a comedy in which he plays two parts, that of an immigrant and that of a king. Semon was recently provided with his own separate studio for his specific production unit. It is announced that Jimmv Aubrey will commence the production of another two-reel comedy next month. Corinne Griffith is now at Charleston, S. C. where she will make exterior scenes for a new picture. "Four Horsemen" Runs 21 Days at Grand Theatre, Duluth Twenty-one consecutive days' run in a downtown house in Duluth was the mark set by The Four Horsemen of the Apocalypse, Rex Ingram's production for Metro of Blasco Ibanez's novel. The original engagement at the Garrick Theatre, Duluth, was to last one week. The attendance proved this period quite insufficient, and so the photoplay was held over a fortnight longer. The following telegram tells its own story; "Duluth, Minn., March 7, 1922. "To A. H. Fischer, Manager, "Metro Pictures Corporation, "Minneapolis, Minn. "Congratulations to Metro. Again the drawing power of the Four Horsemen of the Apocalypse was evidenced by the necessity of extending a one week's return engagement to two weeks. At our new Grand business surpassed all expectations and in face of adverse weather and local conditions. First engagement at our new Garrick, standing room only for seven days at road show prices. This is a total of twenty-one days in a downtown theatre. "R. F. ScHWiE, Resident Manager, "Duluth Theatre Company."