The Film Renter and Moving Picture News (Sep-Oct 1922)

10 THE FILM RENTER & MOVING PICTURE NEWS. October 7, .1922. A £45,000 BRITISH PRODUCTION. “Flames of Passion” not to be Rented, but only released on Sharing terms. HERBERT WILCOX’S SUPREME BELIEF IN THE. QUALITY OF HIS PRODUCT. | BRITISH A produetion costing £45,000 to make and not to be rented t» exhibitors, but only leased out on sharing terms, is something of a sensation in the British film industry, but Mr. Herbert Wilcox, the presiding’ genius’ of Graham = Wilcox Productions, has no intention of appearing sensational when he makes this statement. So great is the confidence of he and_ his: fellow — directors in ‘ Flames of Passion,”’ mammoth British super, which will be shown to the trade in about a month’s time, that his company are anxious to share with the exhibifor so supremely confident are they of the drawing power of their picture. Hersert S. Wiicox. the . Much has appeared in the Press concerning this super British film, which has cost an enormous amount of money, and has probably the greatest star cast of any British production. It is well known to. readers of this journal that Mae Marsh is the star in this picture, but equally important is the fact that such well-known favourites as Eva Moore, Hilla Bayley, Aubrey Smith, Allan Aynesworth, Henry Vibart, George K. Arthur, and Herbert Langley,.as well as many others, also appear in this production. Another yet unusual feature is that part of the production is printed in the famous Prizma-colour, which is certain to keen interest, and also that the costumes throughout have becn supplied by the well-known house of Lucille. An additional item of great importance is that the film’ was taken in the Lasky studios, and has been directed tv Graham Cutts, whose work in ‘f The Wonderful Story * created such a sensation: : ; ; evoke Digitized by Goc gle The firm responsible for *t Flames of Passion’? is Graham Wilcox Productions, and the modest personality who pulls the wires is Herbert Wilcox, a very capable young director, who in the last few weeks has made film history. It was Herbert Wilcox was responsible for the discovering of Graham Cutts. He gave him his first chance at film production which has redounded to the entire good of the filin industry. — Herbert Wileox has done pioneer work in bringing over such an artiste as Mae Marsh to star in British pictures, and in addition has in the face of keen competition secured the who mainly exclusive rights to ‘* Paddy the Next Best Thing.”’ It is a pleasure to be in the company of Herbert Wilcox. There is no idle boasting. self. He never attempts to get publicity for himHis outlook on British film production is an unusually intelligent one, for he was the first to realise that to make good in the production world it was no use producing essentially for this country, but if British productions were to get anywhere, then they: must have an international appeal. Witness, therefore, his remarkable enterprise in getting the Griffith's star, Mae Marsh, to appear in British pictures, and that this talented lady has done remarkably good work is apparent in the stills that we have been privileged to see. © Mr. Wilcox does not rest on his laurels. | Immediately ** Flames of Passion ’’ was finished, and the film ran to over 100,000 feet, even before thé cutting took place he was endeavouring to get hold of ** Paddy the Next Best Thing,” which will undoubtedly make a sensation on the screens in this country. Enthusiastic, keen, and alive to the necessity of the market, he does not believe in letting the grass grow under his feet, and even now, whilst work is proceeding apace on ‘‘ Paddy,”’ is in active pursuance of a big subject which he anticipates will eclipse anything that he has yet started. The Graham Wilcox Company has had a phenomenal rise to fame, and it is due almost entirely to the energy and foresight of Herbert S. Wileox. There are few firms in this industry that would go to the length of spending this amount of money on any production, and there are stili fewer firms who would take a plunge in refusing to rent their picture, but insist upon sharing with the exhibitor in the good or bad fortune which may follow. Mr. Wilcox is to be heartily commended upon his pluck and commendable enterprise, and there is no doubt that the trade will support a man who is not afraid to have the courage of his convictions. It is possible that ‘‘ Flames of Passion "’ will have a West End run within the next month, and that it will be largely attended by the whole of the British film industry goes without saying. Original from NEW YORK PUBLIC LIBRARY