The Film Mercury (1926-27)

Page Two THE FILM MERCURY, FRIDAY, MAY 21, 1926 Hollywood, Calif. | Tamar Lane | Miiiiiiiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiil (Continued from Page 1) tion upon a new subject as similar to the original as peas in a pod. Under advices from his imperial excellency, the exhibitor, the producer has become convinced that the only way to make good pictures is to squander barrels of money upon them. IT SOUNDS EASY This may be the easiest way to make it sound in the press as though it should be a good picture, but it takes more than mere money to make a firstrate optical show. It is hard to convince the producer of this. He has learned that many of his panoramics, which would otherwise have been placed upon the shelf, were able to garner in a considerable amount of lucre because of the fact •that they bore such plain evidence of having had quantities of shillings and pence spilled into them for spectacular effects that the exhibitors were willing to buy them for that •beason alone. INSURANCE ■' The producer, following the line of least resistance, has decided that the easiest way to insure the success of his product is to wallow it in luxurious trimmings. And, perhaps he is right. * * * NEW ROCK COMEDY HAS GONE INTO PRODUCTION “Adorable Dora,” a Joe Rock-Blue Ribbon comedy, went into production this week under the direction of Harry Sweet. The cast includes Hank Mann, Lois Boyd, Billie Franey, Lewis Sergeant and others. Complaints Against Bureau Increase (Continued from Page 1) sue, has dealt so fairly with all the complicated situations of the industry, and your paper has helped the “under dog” so much, and with such squareness, that when trouble arises, our first thought is to turn the problem over to the Film Mercury. It may not entirely remedy it, but its fearlessness will certainly help the cause, whatever it may be. The much advertised Central Casting Bureau has certainly disappointed its followers beyond the ability of words to express, for it certainly HAS its favorites, and God help the ones not on that list. I have two daughters in pictures, and board two young men working in pictures, and there is much company, all workers, and what I see and hear I know is reliable. One of my young men is ACE HIGH with Central Casting he has not missed a day in three months. The other boy and my two daughters get work only in great lapses. At a great sacrifice we bought a little car so my girls could use their car on location trips and thereby avoid the buses, which sometimes carry passengers who tell rotten stories, and many indignities suffered by the contact. These are repulsive to decent girls, and as they need the work and could not complain about the bus happenings, we thought the solution solved by getting a car for personal use. Now some of these assistant directors and directors REFUSE TO ALLOW THE USE OF THE CAR, and insist the bus be used, because they say its a long trip in the country, etc., etc., and its on these LONG * \ Advertiser's Opportunity During the Convention, June 1-5, of the Motion Picture Theatre Owners, THE FILM MERCURY will distribute, apart from its regular circulation, many thousand extra copies direct to the Exhibitors. There will be no raise in the price of Film Mercury advertising. This is an opportunity, a chance that comes once in a decade, for Motion Picture Artists to advertise DIRECT to the Motion Picture Exhibitor. Under these conditions, we advise you to reserve your space NOW. E. M. McCRAY, Business Manager The Film Mercury. V — New Film War Now Under Way (Continued from Page 1) get 400 or 500 good bookings, mostly of a first-run order, for all their product. This will boost the gross returns on each P. D. C. release up considerable and aid measurably in producing a net profit. On the other hand, the Keith-Albee circuit now obligates itself to play the entire P. D. C. program, a line of product which, however it may improve in the future, is at present one of the weakest in the business. By no fair appraisal can the P. D. C. program be rated as powerful from a box office angle as M-G-M, Paramount, Universal, Fox or First National. Keith-Albee will be forced to go out on the open market and buy much extra product, if they hope to give the Zukor-Katz organization serious competition. To any unbiased observer the vaudeville crowd are at a distinct disadvantage and are almost certain to get a bad beat TRIPS the filth and familiarity start and continue. Many nice folks use the bus, of course, but there are many would-be sheiks and rotters who think because a girl is in the pictures she is naturally open to advances. Can you advocate for the people with cars to be allowed their use if they wish to? This will help a lot of girls. And is the Central Casting Agency to be continued? It’s far worse than the agencies of the past, because now the chances are too slight, and many are starving practically, and those of talent and experience. Best wishes to your wonderful paper and to you, Tamar Lane. MRS. W. A. W. Pathe Outlook Not Very Bright (Continued from Page 1.) median on its program at present. With other companies entering the short subject field, Pathe will soon be having even suffer competition. These facts, no doubt, are realized by the company and may have influenced them to turn their company over before a slump sets in. * * * OLCOTT TO MAKE “FOUR FEATHERS” Director Sidney Olcott will produce “The Four Feathers” with Richard Barthelmess immediately upon completion of “The Amateur Gentleman,” now in production with the star. “Ranson’s Folly,” his first picture with Barthelmess, is now ready for release by First National. ing in their battle against Zukor and Katz. The ones who will profit most are the artists. The day of the vaudeville performer — the poor under dog who has been at the mercy of Keith-Albee for many years — has come. And soon, believe it or not, Keith-Albee will find themselves at the mercy of the performers. f i Now Free Lancing James Mason, screen heavy who has been under the management of Ernest Cowell for the past year, is again free lancing, and may now be reached at his home in Culver City, Culver City 3632, or through Pearl Rail, his press representative, at Gladstone 0967, in the Fuller Bldg., 6318 Hollywood Blvd., Room 4. \ SI2EUi^cRip Titles JESSIE BURNS HOLLY 7 14 5 ! BERNARD VORHAUS I “MONEY TALKS” M-G-M