Motion Picture News (Apr - Jun 1927)

1914 Motion Picture N e zv s If he is a wise director he rehearses through the camera and he doesn't stand back and tell everybody what to do. He rehearses through the camera because that gives him the picture he is going to see on the screen. The element of time is a vital factor. In the case of "The King of Kings," that picture cost $10,000 a day to make for 1 16 days of shooting time, or $2,225 an hour. You can see what a moment's indecision means. * * * OYDNEY S. COHEN, now chairman of the ad ^^visory board of the M. P. T. O. A., and former head of that organization for many years, contributes an interesting and vital article to the May issue of The Rotarian under the title, 'The Photoplay, Its Possibilities as an Apostle of Public Service." Extracts from it follow: In this era, when public service is in the ascendency, in a moral as well as in a public-utilities sense, it is well to pause and note that no other industry ofifers greater opportunity for real and genuine public service than does the motion-picture industry. Millions of persons each day patronize photoplay theatres, read photoplay news, and think and dream of "the movies." The motion-picture — the photoplay — is the great universal entertainer, because it speaks the great universal language of the eye. A Czecho-Slovakian lad will laugh at the antics of a Harold Lloyd with the same unrestrained glee as will the boys of Englishspeaking countries. A Russian mother or daughter will thrill to the romance and tragedy of a "Stella Dallas" as keenly as will her sisters in the United States. In the earlier days of American life, the town square, the general store, the post-office, the local drug-store — and the gone, but not forgotten, corner saloon — were gathering places for those so inclined. Public opinion was formulated and promulgated at these places, and they each have played their part in the affairs of nations. Today, we find that the photoplay theatre (and its owner) loom large in the scheme of things economic and social. Through personal contact wath his patrons added to an exhibition of public spiritedness, many a theatreowner in the smaller community, as well as in the larger cities, has become a vital force and an outstanding personage in his neighborhood. He has joined the various civic associations in his town and entered whole-heartedly into every local program, until today his theatre is truly a civic center. More and more the theatre-owners are commencing to realize the responsibility that is theirs as the custodians of the screen press, because the motion-picture is nothing but the picturizing of the news events of the world printed on celluloid. The motion-picture theatre-owner realizes full well the great force for public good which is in his hands and is doing his level best to live up to that responsibility. He has in the past enlisted the interest and co-operation of national figures in his work. These men have seen the pertinency of the problems confronting us, and, seeing, have not only felt the urge and desire to help, but have actually helped, realizing that the motion-picture, the theatre and the theatre owner are powers to be reckoned wnth, powers for potential good. Editorial: Hollywood 1909-12 The Week in Review 1913-14 Pictures and People 1915-18 General News and Features 1945-57 Exhibitors' Service Bureau .' 1958 Key City Reports 1959-62 Classified Ads 1963 Short Subject Reviews 1964 Feature Reviews 1965-68 Regional News 1969-76 Accessory 1977-80 Studio Briefs 1981 Release Chart 1982-84 May 20, 1927 Motion Picture News Vol. XXXV, Xo. 20 Published weekly by Motion Picture Nezvs, Inc. Founded in September, 1913. Publication oifice, 729 Seventh Ave., New York, N. v.; Editorkd and General Offices, 729 Seventh Ave., New York City; Branch Offices 845 6". Wabash Ave., Chicago, III.; Room 616 Security Bldg., Hollywood, California. William A. Johnston, president; E. Kendall Gillett, vice-president; William A. Johnston, editor; J. S. Dickerson, associate editor; Oscar Cooper, managing editor; Fred J. Bcecroft, advertising manager; L. H. Mason, Chicago representative; William McCormick, Los Angeles representative. Subscription price, $2.00 per year, postpaid in United States, Mexico, Hawaii, Porto Rico, Philippine Islands and some other countries. Canada, $3.00; Foreign, $6.00. Copyright, 1927, by Motion Picture News, Inc., in United States and Great Britain. Title, registered in the United States Patent Office and foreign countries. Western Union cable address is "Picknezvs," New York. Entered as secondclass matter at the Post OUice, New York, N. Y., April 22, '1926, under the Act of March 3, 1879.