Motion Picture News (July-Aug 1921)

July 2 , 1 9 2 i I 223 Goldwyn National Advertising Goldwyn Favorites to Remain with Company A survey of the players in the cast of Goldwyn's fifth year pictures announced for autumn release, shows that the good work which actors and actresses who have been with Goldwyn for two and three years have done in the past has not been forgotten. A number of newcomers in the Goldwyn fold have been given prominent parts, but only when a special part seemed to call for the player engaged rather than for a Goldwyn actor. Of the three stars whose names appear on the fifth year Goldwyn productions, one is an independent producing star. The Goldwyn stars are Tom Moore and W ill Rogers. Other Goldwyn favorites to be seen in the fifth year pictures are Helene Chadwick, Richard Dix, Lon Chaney, Lcatrice Joy, Mary Alden, John Bowers, House Peters, Sydney Ainsworth, Raymond Hatton, Cullen Landis, Molly Malonc, Richard Tucker, Hardee Kirkland, Kate Lester, DeWitt C. Jennings, Nick Cogley, Edythe Chapman, Dwight Crittenden, James Xeill, Cordelia Callahan, Virginia Madison, Johnny Jones, Buddy Messenger, Lucille Ricksen, M. B. Flynn and others. New faces in the Goldwyn ranks will be Sylvia Breamer, May Collins, Phoebe Hunt, Jack Holt, Joseph Dowling, Fritzi Brunette, Wallace MacDonald, Roland Rushton, Louise Lovely, Theodore von Eltz, etc. Strong Supporting Cast fo^Gloria Swanson With " The Great Moment " now in the cutting stage, Gloria Swanson has just begun work upon her second Paramount starring vehicle, under the direction of Sam Wood. This new photoplay is an adaptation of the novel, " The Shulamite," by Alice and Claud Askew, and which, dramatized by Edward Knoblock and Claud Askew, also proved highly successful on the legitimate stage. J. E. Nash has adapted the photoplay from both the book and the play. Mahlon Hamilton heads the supporting cast, Russell Simpson, well known character actor, Lillian Leighton, noted screen mother, Thena Jasper and Clarence Ford are also in the cast. MissjBeth Brown Joins Chester Organization C. L. Chester, president of the Chester Productions, Inc., announces that Miss Beth Brown, well known for her screen, dramatic and magazine work, has joined his organization as editor and titler. GOLDW YN PICTURES CORPORATION will, in the fall, enter upon an unprecedented national advertising campaign designed to push the Goldwyn trademark through the advertising of individual pictures of outstanding merit and box office appeal. Conceived by the sales and advertising departments in close cooperation, the campaign is more far-reaching in scope than any motion picture advertising campaign that has ever been launched. It differs radically from all other campaigns. It is designed to aid the individual exhibitor in drawing patrons into his theatre while the picture is being shown — not only in first run theatres, but in second, third and fourth run houses. Involved in this advertising campaign is a new policy of distribution. The photoplays selected for this national publicity will be shown simultaneously in over 150 first run houses in as many key cities. Full page and double page advertising lay-outs will appear in thirty magazines with nation-wide circulations that will be on sale on the newsstands the week preceding the showing. Never before has so big a national campaign been put behind one picture. The total number of Branch Managers Return from Goldwyn Studio THE managers of Goldwyn's twenty two branch exchanges are all back at their respective headquarters from the Goldwyn sales convention, recently held at the Culver City studios where they came into direct personal contact with Goldwyn directors, players and officials and where they saw private showings of the first of the firm's fifth year product, to be released in the fall, and watched other pictures which they will market, in the actual making. Several changes weTe recently made in the personnel of the Goldwyn branch managers. J. A. Koerpel is now in charge of the Boston office, having been succeeded in Seattle by W. E. Banford, formerly of the Salt Lake City branch. Charles Knickerbocker, a Chicago salesman, has been promoted to the management of the Salt Lake exchange. 27 Million Readers to Be Reached by Magazine Adertisin g readers reached by the thirty magazines is 27,000,000, estimating three readers to each copy of every magazine and deducting 45% for the duplication of readers among various periodicals. The first two Goldwyn quality productions to be advertised nationally will be " The Old Nest," an adaptation of Rupert Hughes' novel, and '* Dangerous Curve Ahead," an original screen story by Mr. Hughes. " The Old Nest " will be released on September 11 and "Dangerous Curve Ahead " on October 2. Goldwyn's advertising for these two pictures will not alone benefit the exhibitors who show them in first runs, but in the subsequent runs, for the life of a magazine is not one day, as in the case of the newspapers, but from three to six weeks. MANY prominent authors will be represented in the fifth year product of that company. Rupert Hughes will have four pictures and perhaps more. Two of these have been completed. " Dangerous Curve Ahead," an original screen story, and " The Old Nest," adapted from his novel of the same title. Airs. Mary Roberts Rinehart will be represented by " The Glorious Fool," with Helene Chadwick and Richard Dix in the lead. Leroy Scott is the author of " The Poverty of Riches," a Reginald Barker production, and " The Night Rose." Gouverneur Morris wrote "Ace of Hearts," in which Lcatrice Joy, Lon Chaney and John Bowers play the three leading roles. Alice Duer Miller is represented by a screen adaption of her story, " The Woman Who Hated Politics," called " She Got What She Wanted," and an original, " The Man With Two Mothers." Kathleen Norris has been signed by Goldwyn and her first story will be photographed during the year. The foreign authors on the Goldwyn list include Gabrielle D'Annunzio, Victorien Sardou, Henning Berger and E. Phillips Oppenheim. Other authors to be represented The thirty magazines selected to c;.rry this national advertising campaign include : American, Collier's, Cosmopolitan, Good Housekeeping, Ladies' Home Journal, Literary Digest, Red Book, Saturday Evening Post, Woman's Home Companion, Adventure, Ainslee's, Argosy -All Story, Detective Story, People's, Popular, Short Stories, Smith's, Top Notch, Western Story, Everybody's, Hearst's, Life, Munsey's, Physical, Motion Picture Classic, Motion Picture Magazine, Movie Weekly, Photoplay, Pictureplay, Shadowland. The total circulation of these magazines is 16,225,000. Full page advertisements will be carried in all magazines except a few where a double page spread is to be used. While the total number of " movie " fans in the country is estimated, after the gathering of many statistics, at 26,000,000, the number of readers Goldwyn will reach through the thirtv magazines is 27,000,000, or 1,000,000 more persons than are accustomed to patronize the motion picture theatre. are Katherine Newlin Burt, Rita Wieman, Charles Kanyon, Elmer E. Rice, Edward Kidder, John Frederick, Poore Sheehan and Edward Payson Terhune. Goldwyn Purchases New Magazine Story Goldwyn announces the purchase of the screen rights to " His Back Against the Wall," a rapid fire farce ccmedy of a New York East Side tailor who puts up a bluff that he was a man with character and purpose when he went West and who really became such a character. The story was published as a novelette in a recent issue of the Western Story Magazine. " His Back Against the Wall," it is expected, will go into production in the not distant future. Clayton Hamilton to Stay with Goldwyn Clayton Hamilton, formerly a New York dramatic critic and writer on theatrical subjects, has renewed for a period of one year his contract with the Goldwyn editorial department. Popular Goldwyn Authors Rupert Hughes, Mrs. Rinehart, and Others on Fifth Year's Program Famous Authors who Contribute to Goldwyn's Program Photo — Copyright by Dudley Hovt, Ncic York Anzia Yezierska Le Roy Scott Rita Weiman Gouverneur Morris Mary Roberts Rhinehart Alice Duer Miller Rupert Hughes Katherine Newlin Burt