Motion Picture News (May-Jun 1925)

2638 Motion Picture News Scenes from Vitagraph's "The Happy Warrior," based on the novel by A. S. M. Hutchinson. Laemmle's New Service Plan Universal Adopts Revolutionary Sales Policy to Help the Small Exhibitors A REVOLUTIONARY sales plan, inaugurated by Carl Laemmle, presiilent of the Universal Pictures Corporation, as a means primarily of helping the small, one, two and three-night a week exhibitor is announced by Universal. It is a complete Service Plan, by which complete Universal service will be supplied to any exhibitor at a rate commensurate with what he can afford. The weekly service is offered as low as $1 a reel, actually less than the accepted figures for distribution costs $1.05 a reel. The plan has been gradually put into effect in various exchange territdries during the past eig'ht weeks and according to Universal almost 1,000 exhibitors have applied for the service, to date. The Universal statement concei-ning the new plan is as follows: "Carl Laemmle has taken another farreaching step in the interests of the small exhibitor. It is the inauguration of a Complete Service Plan, by which any exhibitor may get complete film service at a heretofor unprecedented service fee. In the case of the small, one, two and threo-nights-aweek hou.ses, the service may run as low as $1 a reel if nece.ssary. This cost actually is less than the accepted distribution cost of $1.05 a reel. "The Complete Service Plan is Laemmle's latest step in the continuation of his 'live and let live' policy. It is proof positive that he is on the level with the exhibitor and that he means to take every possible step necessarv' to keep the small theatre open and the small exhibitor independent. "The Universal Chief recently proved his assertion that Universal's theatre purchases were for outlet only, by offering to sell Universal product over the head of any Universal house, and even to sell any Uni versal theatre itself, providing he were assured an outlet for Universal pictures in the community involved. Another recent development of the Laemmle 'white treatment' policy was the inauguration of a Cost Plus Ten Percent basis for selling Universal pictures. The new Complete Service Plan marks a new phase of Laemmle's willingness to make extraordinary concessions for the welfare of the exhibitors whose good will and success have })een close to his heart during his entire picture career. "The Universal service under the new plan includes the Universal Jewels of 'The Signal Tower' group and the first White List, now being i-eleased. It includes the Western features in the 1924-1925 productions made with Hoot Gibson. Jack Hoxie and William Desmond. It includes the six serials released during the past season, down to 'The Fighting Ranger' now being released. There also are 52 Century Comedies, among them Wanda Wiley comedies, Edna Marian comedies and two-reelers with other stars. The one-reel comedies in the seiwice number 52 in all, including the 'Hysterical Histoi->-' comedies. There also are 52 two-reel Western featurettes, the five Baby Peggy Specials, six 'Fast Stepper' two-reelers and the last two series, including twelve pictures, of 'The Leather Pushers.' "The first public announcement of the jjlan, which has been under way eignr weevrs, was made by Mr. Laemmle in his talk before the M. P. T. 0. A. members in convention at Milwaukee last week. His speech dealt with Independence and he alluded to the Complete Senice Plan as another evidence of his own independence, of his desire to keep exhibitors independent and as an assurance that the theatres he had been forced to buy would never be used as a weapon against his own customers." Gladys Hulette Has Big Role in ^'Mystic'' Director Tod Browning has cast Gladys Hulette for an important role in "The Mystic," his own story, which he is making for Metro-Goldwj'n-Mayer, with Aileen Pringle and Conway Tearle in the leading roles. Miss Hulette made her debut in motion pictures as a child in arms, and us a little girl was starred in the first trick photography film ever made, a J. Stewart Blackton production for VitagTaph. "The Mystic" is said to expose the methods of crook spiritualists and fake mediiun.s. Mitchell Lewis, Robert Ober and Stanton Heck are in the supporting cast. Ingram Signs Boy Actor for ''Mare Nostrum" Re • Ingram has engaged Michael Brantford, leading boy actor of England, to enact the role of young Esteban in the screen version of "Mare Nostrum," which he is producing in Europe for Metro-Goldwyn. "Mickey," as the youth is knowi), is thirteen years old and made his debut before the camera at the age of five. Among recent pictures he appeared in are "This Freedom," "Not for Sale" and "Woman to Woman" with Betty Compson. Alice Terry and Antonio Moreno have the leading roles in "Mare Nostrum," which was adapted by Willis Goldbeck from the story by Blasco Ibanez. Ann Pennington Signs to Play in Christie Feature Ann Pennington, musical comedy favorite and one of the stars of a recent Ziegfeld "Follies" show, has signed with Al. Christie, to appear with Julian Ejtinge in a feature comedy to be made following the completion of "Seven Days," now being filmed in Hollywood. The picture in which Miss Pennington and Mr. Eltinge are to appear is schedu'ed for release by Producers Distributing Corporation next season. Name Winner of *Phantom' Slogan Contest JOHN W. STOCK of San Francisco has been declared the winner of the nationally conducted contest to find the most fitting line to advertise "The Phantom of the Opera," Universal's new film spectacle. "Get the spirit, see 'The Phantom of the Opera" is the slogan which Universal has selected as the best of the 6,351 submitted since the contest opened. The first prize is an award of $250. Second prize of $100 went to S. M. Levy of Henderson, Ky., for the suggestion "A million thrills to thrill millions," while the third prize of $50 was won by Claude M. Smith of Modesta, Calif., for the line "Millions agree it's the play you should see." The next ten best slogans, for which there was an award of $10.00 each, were submitted by the following: Harold J. Dangler. Rochester, N. Y.; Kenneth D. Stem, Cincinnati, Ohio; A. P. Sitton, Tularosa, N. Mex.; J. H. Talbot, Norwich, Kas.; Robert G. Griffin, New York City; H. E. Babcock, Detroit, Mich.; Mrs. Neva B. Vivian, Tallahassee, Fla.; C. I. Winograd, Los Angeles, Calif.; S. Maltz, New York City; Mrs. Joe Gilbert, Austin, Texas.