Moving Picture World (May - Jun 1918)

1580 THE MOVING PICTURE WORLD June 15, 1918 Select to Release Marion Davies Films Contract Calling for Six Productions Starts Off with "Cecilia of the Pink Roses." CONFIRMING earlier reports on an important recent picture transaction, Select Pictures Corporation announces the acquisition to its ranks of Marion Davies, whose defection from the stage, upon which she has been one of the noted beauties, has been accompanied by a notable publicity campaign. Miss Davies has signed a contract with Select, calling for the production of six pictures in which she is to be starred during the first year. The first of these pictures is "Cecilia of the Pink Roses," a screen presentation of Katharine Haviland Taylor's populat novel of the same name. This picture was produced under the direction of Julius Steger, who has taken full charge of the work of bringing Miss Davies' personality and features to the screen in the first of her Select Series. Adroit director as he is, and thoroughly versed in all the lore of both speaking and shadow stage, Mr. Steger has accomplished much in the screening of "Cecilia of the Pink Roses," and has created in the screen presentation of Miss Davies a new idol for picturegoers to admire. The avalanche of advertising and publicity of every form, coupled with the reception given the picture at its first private showing to an invtied audience, resulted in the immediate booking of "Cecilia of the Pink Roses" for the week of June 2 by the Rivoli theater and its booking for simultaneous showing during the same week, starting June 3, in all of the Loew theaters in Greater New York. This presentation of the picture over the Loew circuit at the same time that it is playing at the Rivoli is said to be the first instance of such duplicate presentation in one of New York's great first-run houses, and in a chain of theaters blanketing all sections of the greater city during the same period. Mc Company Publicity Supreme, Says Cochrane Universal's Vice-President Tells Publicity Department It May Ignore at Its Discretion Names of Officers and Employees. RH. COCHRANE, vice-president of the Universal Film Manufacturing Company, has taken official recogni• tion of the controversy waged in the columns of the Moving Picture World on the deficiencies of the publicity director. In his capacity as being directly responsible for all advertising and publicity of the Universal company Mr. Cochrane has transmitted to the employees of the publicity department the information that in the future they are at liberty to use their own discretion in the mention of the name of any official or employee of the company. If the mention of the name of an official or an employee will add to the strength of a story Mr. Cochrane's instructions are that the name shall be used. On the other hand, he declares that names must not be mentioned when they fail to add to the strength of the story. This rule applies from the highest executive to the newest office boy. "We are not running a personal publicity bureau," Mr. Cochrane explains. "We are in the business of making and marketing pictures. It is publicity that will assist in the sale of those pictures that we desire. Any other kind of publicity doesn't count. It means nothing to the exhibitor or to the public to say that a certain individual produced a certain picture when that individual had failed to make a reputation by past performances." Mr. Cochrane declared that he doesn't care if the name NEW YORK MANAGER ENLISTS. Dave Weinstock of the City Hall Theater Has Been Called to Camp Merritt. ON Park Row, New York City, opposite the Post Office, in 1914, David Weinstock associated himself with the Little Bijou Theater as its manager. It was looked upon at the time as a daring enterprise to launch in the midst of an exclusively commercial and financial district, the busiest section of the city. From the start it met with success and grew steadily in favor as a haven where tired business men could while away an hour or so, seeking rest from the trials and problems of commerce. At night when the marts of trade were closed for the day janitors of the big office buildings and their families filled the little theater until it was found necessary to enlarge and embellish it. On October 19. 1916, the Little Bijou was transformed into the City Hall theater and David Weinstock continued as its manager. For four years he has been a figure and benefactor in the lower part of the great metropolis. On June 3 Mr. Weinstock left for Camp Merritt, Tenafly. X. J. He has enlisted and been assigned to the Quartermaster's Department. Regardless of his call to service he held to his post at the City Hall theater until the last. During the Red Cross drive, as a fitting climax to his labors, he collected $57.21 at his theater, and a few weeks previous raised a handsome purse for the Catholic War Fund, as well as disposing of a large amount of Liberty Loan Bonds. His theater was at all times open to the four minute men and at the disposal of the government in its propaganda work. Dave Weinstock has always taken an active part in exhibitors' affairs and was this year made secretary of the New York Exhibitors' League, Manhattan Local No. 1. In assuming his duties in the service of Uncle Sam he has the well wishes of the motion picture industry and the many friends he has made in every branch of it. Jack Devick will succeed Mr. Weinstock in the management of the City Hall theater. David Weinstock. METRO PICTURES FOR SANDY HOOK MEN. Due to the action of Richard A. Rowland, president of Metro Pictures Corporation. Metro pictures are being shown free every Saturday night to the soldiers at Fort Hancock, which is one of the most important heavy artillery posts in the country. As the fort is somewhat off the beaten track it has not been regularly visited by the entertainers who are so often seen at other camps. This need of entertainment came to the notice of Miss Elaine Sterne, a first lieutenant of the National Honor Guard. Miss Sterne consulted June Mathis, of Metro's scenario department, who in turn consulted Mr. Rowland, with the result that the boys are assured of motion pictures every Saturday night. The first night that the sign "Free Movies" went up outside the Y. M. C. A. tent the place was literally mobbed, every one of the 6,000 men apparently wanting to get in at once. Metro pictures are now the only regular feature of entertainment at the naval hospital in Brooklyn. of an individual ever appears again in a story originating in the Universal publicity department so long as the effort of the department shows in increased publicity and increased business.