Motion Picture News (Sept-Oct 1921)

1356 Motion Picture N ev w Geared to the Audience/^ Says Hunt Stromberg of First Doris May Feature By Hunt Stromberg THIS is obviously the age of discretion. The day is " gone but not forgotten " when exhibitors and the public will countenance the story inspired by an individual's self-mooted fancy or personal " liking," with its practical mass appeal undermined for the sake of some such individual opinion. Likewise is gone the day of the story purchased from a stage or book rendition at an enormous figure simply because the piece struck the big Broadway, and some other Broadways, for a goal, when Main Street and Lover's Lane were calmly nestled in a comfortable motion picture theatre enjoying an original story madeto-order for the high class entertainment of the general populace, which would include almost ever}' type and class of cinema patron. It is altogether reasonable to give credence to prevailing opinion which holds that it is extraordinarily difficult, if not improbable, to actually' know in advance of story-production whether or not the preferred manuscript will meet with popular public success. Because motion picture production is an art, rather than a science, the element of the " gamble " defined in terms of the " well, it looks good and ought to make good " attitude enters the minds of many individuals on the " inside " of the industry, and many more on the " outside." There is, however, a certain modus operandi of research work which minimizes the " chance element ' almost to a scientific certainty. But in the rush and hum of average production, and the persistent presence of the please-the-bossrather-than-the-public brigade, this modern insight into the Practical, rather than the Theoretical, is ofttimes smothered, or completely lost, for the much-abused " personal opinion " or " personal fancy " regarding a scenario outweighs the more important method of decision based upon positive facts and figures, commercially speaking, and public inclinations and preferences, artistically valued. Men with experience in phases of the picture business other than the single production field know the relative attendance of the average motion picture theatre as compiled in the percentage of sex. The proportion of men, women and children in average attendance is a matter of established statistics. Varying territories commercially classified as "sales zones" also have their particular preferences regarding star and story, or the all-star-director " special." In one territory, a certain personality of star, or a certain type of characterization and its resultant story, will prove sensationally successful, while this same star and story in other vicinities will fall short. The same reasonings hold true for the stories employed for the allstar-director combinations. The whys and wherefores of such conditions is explained in the simple term " mob psychology," an intricate art of understanding, the grasp of which comes first by instinct, later by a careful study of the market-status of the industry, and upon which rests the success or failure of most any theatrical enterprise. For the mentality which grasps the fundamentals of showmanship as governed by box-offici statistics, and public "trend of favoritism" which is solved by the process of elimination, and the law of averages, has the advantage over the theoretical minds which permit the final word to rest with viewpoints measured by private beliefs and opinions, rather than by the majority viewpoint of the majority public. Who's Who With Doris May in "THE FOOLISH AGE" By Hunt Stromberg. Scenario by Violet Clark. Photographed by Bert Cann. Directed by William A. Seiter. A Hunt Stromberg Production Presented by R-C Pictures Corporation THE CAST: Margy Carr Doris May Homer Dean Chadwick Hal Cooley "Old Top" Carr Otis Harlan Lester Hicks Arthur Hoyt Bubbs "Bull" Montana Flossy Vandeventer Lillian Worth "Cauliflower Jim" Billy Elmer " Second-Story Workers " Spike " Robinson James Quinn The production and release of " periodical " pictures seems to clarify the atmosphere as regards the extent of " mob psychology " and trend of opinion. As the public thinks, so the public buys ! During the war, the public mind was aglow with the excitement and glamour of battle. War pictures flourished. The very sight of a Big Bertha, or the waving of a flag, or the pantomime of a brass band in action, literally " brought down the house." When the war ended, the war pictures also succumbed. The public had talked, thought, and seen war until it became monotonous. Other forms of " periodical " pictures, came into favor. As soon as their success was spotted, along came a flock of similar productions, their theme almost identical, their characterizations similar, their plots more or less the same, with a different climax of some kind to distinguish them. They were "playing" to a trend of public thought that was uppermost. They were a credit to the industr\-, and should the majority still continue to think and buy along periodical lines, these "timely subjects" would continue to flourish. This is one form of theme and story, howf which continues to hold the attention and fa of the great majority. Exhibitors know it. critics admit it. The public DOES it! refer to the theme which spreads sunshine ; happiness and draws the patronage because ot its influence for diversion that truly relaxes enjoyment that wholeheartedly satisfies. It is upon such themes and stories that the element of " risk" is reduced to a minimum, for the recapitalization of "mob psychology" tabulated in commercial or artistic terms proves beyond question of doubt that the majority of! the public, forever in quest of that which in spires, enjoys and lightens the human burdens,; will give preference to the modern story which it has reason to believe will provide an evening of smiles, heart interest, and genuine — entertainment ! It is because of these facts and their observance that I wrote " The Foolish Age " as the first story to introduce Doris May as a star in her own right. I believe it to be an ideal play of the inspirations and adventures which might well move any girl " somewhere between ' the foolish age ' of sixteen and marriage." As such, it is the very edification of youth and romantic adventure. And youth, with its infinite mysteries, wholesome love of spirit' action and conquests in search of its ideai^, stands out among all the human attributes the fond memory of the past, the spread: tl: rainbow of the present, and the buoyant hope of the future. Thus the story of " The Foolish Age." thougl a comedy-drama of cyclonic speed and laugh becomes all the more universal in its appeal! because of the humanness. and logic, which permeates its action. It delves straight into the] midst of a modern generation in several stages' of its " foolish age " where ignorance is bliss, with the sunny side of life holding merry sway. With the irresistible personality of Doris May as the star of a splendid cast, augmented by the superb direction and production which has been given the storj-, it should prove sensationally successful for exhibitors, for it is geared to an audience that is — univer-al. EXHIBITORS AND PRESS WIRE STROMBERG MESSAGES of congratulation and felicitation upon the formation of ^ the Hunt Stromberg Productions, to i|| star Doris May in features presented and ' released by R-C Pictures Corporation, have been wired to Hunt Stromberg from exhibitors, photoplay editors and dramatic critics throughout the country, according to advices at that plant. The consensus of exhibitor and press mersages are declared to indicate a sweeping endorsement of the elevation of the popular Miss May to stardom in her own right, with the " Glad Hand " of felicitations extended Mr. Stromberg on his graduation from the advertisingexploitation field into the productional ranks. " Fan " letters of the *' I-told-you-so " variety also are reaching the RobertsonCole Studios in Hollywood. In Seattle, Washington, Miss May's " own home town," a May-Booster-Club has been formed to tell the world that Doris May is now an individual " twinkler." Doris May