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In the center is a snapshot of Mr. Lasky in conference with Cecil de Mille and, below, he is talking things over with Thomas Ince and Mr. de Mille. Across the page is a glimpse of Mr. Lasky in his New York office and, in the lower corner, discussing "The Round-Up" with Roscoe Arbuckle
The Pulse of the Photoplay Public
No one should know the ]iiilse of the motion picture imlilic l)eltev ihnii Jesse Lasky. first vicepresident of the I'"amous I'layers-LasK-y Corpor.ition, and unc[U<.stionahly one of the cinema's biggest powers.
'i'he iiliotopkiy, as deveU)i>cd hy the Lasky organization, may well he described as art harnessed to business. The screen draiiia i> very nearly produced according to a mathematical formula. To make picture plays in this tashion one must know the public taste —and know it accurately
'lite l'"amous I'layers-Lasky Corp(jratii)n believes it has solved this. It secures regular reports from every exhibitor it supiilies with picture plays, and these reports are supposed to enibod) the opinions of the audience, as well as the box-office resuh.
"The real — the \ital— de\elopment of the photoplay," .says Mr. Lasky, "is the steadily increasing success of the film drama which, minus a star.
scores on its own merit. The public is showing a confidence in the producer or director unheard of two years ago. For instance, consider the presetit drawing power of Cecil de Mille.
"There are several distinct trends to the photoplay of 1920. One is towards comedy. But, to be successful, the comedy, however light, must have a theme — an idea. This may be almost anything — the high cost of living, the extravagance of modern woman, the relation of husband and wife — but the idea must be beneath the laugh. 'Twenty-three and a Half Hours' Leave' was an interesting example. Again, the fast-developing popularity of Wallace Reid in comedies of this type. Reid was always more or less a favorite, but since he has turned to comedy, he has developed by leaps and bounds.
"Again, the public of 1920 will now accept the drama with a moral, provided it is entertaining. Everywoman' was a preachment, but it was pleasant, and it has been well received across country.
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