The Film Renter and Moving Picture News (Apr-Jun 1922)

14 THE FILM RENTER & MOVING PICTURE NEWS. June 17, 1922. SIR GILBERT PARKER ON WRITING FOR THE SCREEN. And Mr. Fox on the Importance of Exploitation and the Value of Films in Education. OLLOWING the London trade show of the Fox film, ** Monte Cristo,” at the Alhambra on Tuesday morning, a largely-attended luncheon was held at the Koval Automobile Club, Piccadilly, under the presidency of Mr. F. Norman-Wright, chairman of the Twenty Club, | Among the distinguished persons present were Sir Edward Marshall Hall, Sir Gilbert Parker, Mr. William Fox, several Americans, including Mr. Joseph Dannenberg, editor of ** The Film Daily,’ and the majority of the members of the Twenty Club. , , , The dual toasts of ‘* The King’ dent”” having been duly honoured, ; Sir Edward Marshall Hall, in a brief speech, paid eulogistic tribute to the beauty and lavish character of the picture they had seen that morning, The Fox version of *t Monte Cristo"? was a wonderful example of what the American producer could do, more particularly when they remembered that most of the scenes were made on the other side of the Atlantic. The atmos. phere of the picture was remarkable, and he had no doubt that when it cume to be seen by the public of this country the film would prove the great success it deserved. (Applinse.) “and *! The American Presi Sir Gilbert Parker on Value of Films Sir Gilbert Parker, the famous novelist, made an intensely interesting speech, Dwelling first upon the importance of the film industry and the great value of the pictures as a form of entertainment, he went on to remark that it is far easier to present on the sereen a great and ambitious production” than it is upon the stage. It was remarkable, however, that men of far less ability than many of the great dramatists of to-day were able to turn out suecessful films. A film scenario was cutirely different to the script of a stage play. He had been in America for a considerable time last year with the object of studying the technique of this wonderful art at first hand, and he had come to the conclusion that there was a gréat deal more in it than most people thought. His one great ambition was to write a film such as ‘‘ Queen of Sheba.’’ He knew if he could write one such play that he could write many. — He believed that the film as a means of entertainment had a great future, but he also believed that we hardly realised yet in this country its true value as a means of education, Te believed he was right in saving that films were used for the purpose of developing the youthful mind in no less than 7,000 LESLEY MASON’S NEW ENTERPRISE. FSLEY MASON, who has been in charge of trade paper L publicity for Associated First National Pictures, Inc. since January, 1921, has now ¢tarted in business for him self as a film editor, His resignation became effective on May 27. Google _ country, well-known American schools. In time the education authorities of this country would come to realise what a powerful weapon had heen placed in their hands by the kinematograph, and we should then see it instalied in every school of importance in this Such pictures as ‘* Monte Cristo,” ‘* The Queen of Sheba,”’ and other great fils such as Mr. Fox had given them were of incalculable value, not only as entertainment, but as a means of education, and he most heartily congratulated that gentleman upon the great achievements of his company. (Applause.) Mr. Fox on Exploitation. Mr. William Fos, in reply, made one of those typical speeches for which he has gained a reputation in this country, He helieved that the future of the moving pictures would mean a narvellous revelation to us all,’ But, although his aim was to produce and better pictures all the time, it | was impossible to make them the success they should be with the public unless they were properly handled.‘ I am ‘appalled,”’ said Mr. Fox, ‘at the lack of exploitation of pictures in this country. [ have found it difficult during my visit to ascertain whether your exhibitors are representative theatre-owners or merely men of the ‘ pot-luck ’ type trying to make easy money. What's the use of renting a big film if you don’t let the people know are showing it?’’ Apparently, the majority of English showmen did not understand how to make the most of a big picture when they got it. If they wanted to secure patronage they must properly advertise their wares, In the United States one in every five of the population was a regular kinemagoer, Why in the name of all that was sensible should the British trade rest content with one in every eleven of the ah bigger vou population ? Speaking from a wide experience of authors the world over, Mr. Fox declared that the man who knew more about film pro duction and more thoroughly appreciated all it involved than any other was Sir Gilbert Parker. He agreed with every word Sir Gilbert had said in reference to the educational value of films, and he himself believed that the propaganda value of pictures from an educational point of view was enormous, In America they fully recognise this fact. Out of a total of 42,000 schools in that country over 12,000 of them to-day employed films for educational and propaganda purposes. (Applause.) Other speakers included Mr. G. A. Atkinson, Mr. Harry Reichenbach, and Mr. 1. W. Fredman, Mr. Mason spent several months in this country in the summer uf 1920, at which time he made a careful study of foreign conditions in the pieture industry. At that time he was editor of * Exhibitors’ Trade Review,’ with whieh trade paper he had been connected since its origin in 1916. Prior to that he had been associated with ‘* Motion Picture News ’’ as news editor. Mr. Mason will have his offices on the fifth floor of 729, 7th Avenue, New York City. In addition to his work as film editor, he will also pay particular attention to the preparation of Juropean productions designed for the American market,