Hollywood (1937)

Zukor' s Silver Jubilee! Paramount's Silver Jubilee in honor of Adolph Zukor this month is being celebrated 'round the world. The celebration marks twenty-five years of growth of the motion picture industry from a Penny Arcade in Fourteenth Street, New York, to the present mammoth organization of Paramount Pictures, Inc. It was in 1912 that Mr. Zukor brought the first feature length film to America — Sarah Bernhardt's Quee?i Elisabeth — and the showing of this picture in the old Powers Theatre in Chicago paved the way for subsequent films to be accepted as dignified entertainment. Up to this time the motion picture was held in contempt and was looked down upon by actors, by the public at large and particularly by stage producers. Following the success of Queen Elizabeth, Famous Players Film Company was founded in 1913 and production started in a studio at 213 West 26th Street, New York. During the next two years its outstanding successes were The Prisoner of Zenda with James K. Hackett, and Mary Pickford's first picture, The Good Little Devil. Mary had 'worked in films prior to that time but she personally was unknown to the public, being referred to in billing as the Biograph girl. Famous Players was the first company to recognize the value of the star system. September 11, 1915 Adolph Zukor received a blow from fate that began as a Present-day film notables gather to honor Adolph Zukor on his 25th anniversary in pictures. Left to right in photo are — Cary Grant, Mitchell Leisen, Mrs. Barner Balaban, Lloyd Nolan, Stanton Griffis, Fred MacMurray, Marsha Hunt, Mr. Zukor, Bob Burns and Randolph Scott tragedy and ended perhaps as a comedy. The old studio was burned to the ground and in the ruins was a safe in which reposed the assets of Famous Players — film. In those days the insurance companies looked upon film with great suspicion, therefore the film was not insured. Mr. Zukor and his aides waited at the scene of the fire all night. With daylight they were able to penetrate the ruins and search for the safe. When it was opened it was found that none of the film had been scorched. Immediately the company leased Durland's abandoned riding academy in Fiftysixth Street. It remained in this eastern location until 1920 when the Astoria, Long Island Studios were built, but in the meantime Mr. Zukor came to Hollywood and in 1916 rented the Fiction Studios in Hollywood and signed Mary Pickford to the first spectacular million-dollar-a-year motion picture contract. "A COLD w Be doubly careful about the laxative you take ! ONE of the first questions the doctor asks when you have a cold is — "Are your bowels regular?" Doctors know how important a laxative is in the treatment of colds. They know also the importance of choosing the right laxative at this time. Before they will give any laxative their approval, doctors make doubly sure that it measures up to their own specifications. Read these specifications. They are important — not only during the "cold season," but all the year 'round. The doctor says that a laxative should be: Dependable . . . Mild . . . Thorough . . . Time-tested. The doctor says that a laxative should not: Over-act . . . Form a habit . . . Cause stomach pains . . . Nauseate, or upset the digestion. Ex-Lax meets every one of these demands so fairly that many doctors use it for their own families. And millions of other families, too, trust it so completely that they have made Ex-Lax the most widely used laxative in the whole wide world. One trial of Ex-Lax will tell you why its use is so universal ... It is thorough. But it is gentle... It is effective. But it is mild ... It brings welcome relief —without stomach pains or nausea. That's why it's such a favorite, not only of the grown-ups but of the youngsters, too. And, just to make it even more pleasant, Ex-Lax tastes exactly like delicious chocolate. ..At all drug stores in 10c and 25c sizes. When Nature forgets — remember EX-LAX THE ORIGINAL CHOCOLATED LAXATIVE When Answering Advertisements, Please Mention February HOLLYWOOD 57