Motion Picture News (Sept-Oct 1916)

September 9, 1916 MOTION PICTURE NEWS 1517 Famous Players Company Touches Third Year Mark Since Its Inception, the Organization, Under the Guidance of Adolph Zukor, Has Brought Out Many Noted Stage Stars on the Screen — It Was the First Company to Devote Itself Exclusively to the Production of Featvu-e Pictures Presenting Legitimate Players at the Top of Their Profession WITH the coming of September, the Famous Players Film Company rounds out its third year as the producer of a program of motion picture features, under the guidance of Adolph Zukor, who has remained constantly at the helm ever since the inception of the company. The first organization to devote itself exclusively to the production of feature pictures in which celebrated stage stars were presented, the Famous Players Film Company, likewise formed the nucleus and the inspiration for the organizing of the Paramount Pictures Corporation, on the program of which it is associated with the Lasky, Morosco and Pallas productions. The present Paramount organization is based upon the original Famous Players exchanges which were originally established to distribute the products of that concern. With the decision to expand that method of distribution and to enlarge the program to 104 productions a year, a meeting of these various exchange heads was called in New York in July, 1913, by Mr. Zukor, with a view to determining upon a mutually satisfactory basis of operation. Out of this meeting there grew the Paramount system which is today the distribution medium of the Famous Players, Lasky, Morosco, and Pallas pictures, in the United States. The production of the first two concerns are released throughout the rest of the world bj' joint arrangement which has been maintained for the past two years, and which is still further strengthened by the recently formed Famous Players-Lasky Corporation, by which these two concerns were united. List of Many Successes The launching of its program in 1913 by the Famous Players Company was preceded by the presentation of great stars on the screen, the first of these being Sarah Bernhardt, who starred in " Queen Elizabeth." Mme. Bernhardt was followed by James K. Hackett. The first of the productions on the actual program was Mrs. Fiske in " Tess of the D'Urbervilles." On September 10, Mary Pickford, fresh from her triumph on the stage in " A Good Little Devil," was first presented in a fivereel feature by the Famous Players when she appeared in " In the Bishop's Carriage." She later starred in an adaptation of " A Good Little Devil " in the opening scenes of which appeared David Belasco, under whose direction she had been starred on the stage. In January, 1914, there was introduced to the photoplay another star, who was destined to gain great popularity, in John Barrymore, who first appeared in " An American Citizen." The next of the company's permanent stars to be introduced was_ Marguerite Clark, who captured the motion picture public over night by her delightful performance in " Wildflower," in which she appeared October 15, 1914. Three months later another luminary flashed upon the screen, who has since won great favor, when Marie Doro was introduced in " The Morals of Marcus " in January. April saw the introduction on the program of Hazel Dawn in an adaptation of " Niobe," after her previous appearance in " One of our Girls," which she followed by several successful productions. Meanwhile, Pauline Frederick, her great success in " Innocent " and " Joseph and His Brethren " still in the minds of the public, had been sent abroad to England, France and Italy for the purpose of adapting Hall Caine's celebrated novel and play, " The Eternal City." This spectacular production opened at the Astor theatre in April, and immediately won Miss Frederick recognition. With these artistes as a nucleus, the Famous Players contributed a series of notable productions to the Paramount program introducing various well-known stars to the screen from time to time. Then in June of the current year, another permanent acquisition was made in the person of Ann Pennington of " Ziegfeld Follies " fame, who scored a great success in " Susie Snowflake." Now there is scheduled for appearance shortly the internationally celebrated dancing pair, Maurice and Florence Walton, who are to star in "The Quest of Life," an adaptation of the English play " Ellen Young." In all, the Famous Players Company has introduced upon the screen over thirty well-known stage favorites during the course of its four years of existence, and has produced 135 feature photoplays, a record that is unapproached by any other producing concern in the business. Concerning these achievements, Adolph Zukor, the guiding spirit of the company, is very modest. After giving due credit to his associates for the progress thus far made by the organization, Mr. Zukor says : Statement by President Zukor " While it is true that we have, in a measure, scored a success, still that record of achievement during the last four years is only of interest insofar as it sets a mark which must be surpassed during the future. In a business that is growing and changing as rapidly as this, it scarcely behooves me to give much thought to the past, except as it indicated the probable course of the future. " When you consider that men of every walk of life have gone into the motion picture business and that even the veterans of the industry are only its first generation, so to speak, there is small wonder that a great many loose ends should develop in every branch. Especially is this true of the exhibitors, many of whom are men who jumped directly from commercial pursuits to the management of their own houses. It cannot be expected of them that they would readily learn the secrets of a very complicated and hazardous undertaking and it is only natural that they should have to be shown. " When I make these observations, I want it distinctly understood that I am not criticizing or condemning the exhibitor, but stating facts which I sincerely trust will be remedied. There is no suggestion of the lofty pedestal of achievement in my mental attitude, for I realize very keenly that many improvements must be made in the production of pictures as well as in their exhibition. Far from decrying the exhibitor, I am rejoicing at the fact that we are nearer together than we were ever before in the history of the industry, and I am glad that there is every prospect of our being linked even closer together in the future. " What I am hoping and striving for is the time when 100 per cent, of the value of a picture will be gotten out of it in the theatres and as we improve the quality of our pictures it will be inspiring to know that their increased value will be realized by the exhibitors. "It was just about one year ago — September 11, to be exact — that our studio in Twenty-sixth street was totally destroyed by fire. I am glad to say that the temporary inconveniences suffered at that time are but a memory now, and that the effects of the fire have been completely nullified during the year. " Of course the most recent event of importance was the merger of the Famous Players and Lasky companies, which I believe to be of the greatest importance from an economical and productive standpoint. All in all, these last three years have been marked by reasonable progress, but I feel sure that the months to come will see even greater fields of endeavor undertaken. RITER IS ALLOTTED MIDDLE WEST TERRITORY FOR MELIES W. C. Riter, who has represented the Melies Manufacturing Company on the Pacific Coast, visited the New York office last week and has now been alloted the Middle West territory, with headquarters in Chicago, Illinois. Mr. Riter is a live, hustling young man who appreciates the quality of Knickerbocker Star features and Vim Comedies, released through General Film service, and is an enthusiastic salesman in consequence. Mr. Riter knows pictures from the exhibitors' standpoint, having been press representative for the American and Liberty theatres in Salt Lake City, Utah, in 1912. He later became assistant manager of the American theatre, and held this until the fall of 1913, resigning to accept the position of booker in the Salt Lake office of the General Film Company, where he was later made assistant manager. From there he was transferred to the Denver branch in the same position.