Motion Picture News (Jan-Feb 1922)

January 21, 1922 633 Paramount THE signing of Rudolph Valentino under a three-year contract to star in Paramount pictures and the purchase of what is declared to be the greatest list of dramatic properties ever acquired for motion picture production were announced this week by Jesse L. Lasky, first vice-president of the Famous Players-Lasky Corporation, in charge of production, just before he left for California. “1 have stated repeatedly since last summer,” said Mr. Lasky, “that the only salvation for this industry during the present widespread industrial condition lay in the production of pictures bigger than any pictures ever made before. “I still hold to this belief, and qur production department has mapped out a program for a type of pictures which I firmlv believe will give the greatest support to exhibitors at this time when wide^ spread industrial apathy is making itself felt at the box-office. I appreciate thoroughly that one of the things most needed at the present time in all branches of the industry is the strictest, most unremitting economy, and we are prepared to push our economies to the limit. In the production of our pictures the same sharp campaign against extravagance and inflated costs which has been in force in our studios will be continued in an even more intensified manner, and in announcing this program of production, big though it is, we shall not allow even the slightest excess of cost to increase the expense of our pictures. At the same time I want to make it plain, that so long as I personally have anything to do with the production of motion pictures, quality shall never be sacrificed. ‘‘Economy must and shall be practised, but, as I said before, it is my belief — and experience this season has justified it — that only the biggest and best pictures it is possible for us to make can bring us through this period of acute stress. “To show that we had the courage of our convictions we made for release this season a series of productions which have been the pride of the entire Paramount organization. Exhibitors who had been worrying about the slump in business found that we were justified in producing and they were justified in showing such pictures as Cecil B. to Speed Production to the Limit DeMille's 'Fool's Paradise,’ George Fitzmaurice’s ‘Forever,’ the picture of ‘Peter Ibbetson’ with Elsie Ferguson and Wallace Reid in the leading roles; Penrhyn Stanlaw’s ‘The Little Minister,’ starring Betty Compson ; Wallace Reid in ‘The World’s Champion,’ Gloria Swanson in ‘Her Husband’s Trademark,’ Cecil B. DeMille’s ‘Saturday Night,’ Penrhyn Stanlaws’ picture, 'The Law and the Woman,’ starring Betty Compson ; Thomas Meighan’s greatest picture, ‘If You Believe It It’s So ’ ; Elinor Glyn’s story, ‘ Beyond the Rocks,’ starring Gloria Swanson, with Rudolph Valentino supporting her ; George Melford’s ‘The Sheik,’ with Rudolph Valentino and Agnes Ayres ; Cecil B. DeMille’s ‘The Affairs of Anatol’ and other great pictures which have stood out in a season of big pictures. “These pictures I have listed are among the biggest successes of the season. But we are not content to rest on this record. With the needs of the industry in mind, Paramount intends to push ahead with a program of pictures which will give the greatest possible support to' exhibitors in their present great need. “For instance, the signing of Rudolph Valentino as a Paramount star for three years insures to exhibitors who book Paramount pictures the drawing power of one of the strongest box-office personalities in the profession today. Valentino’s first appearance under his new contract will be as the toreador in Blasco Ibanez’s stirring novel and play, ‘Blood and Sand.’ Many critics have said that in writing ‘ Blood and Sand ’ Ibanez surpassed his work in ‘The Four Horsemen.’ It is a colorful story of Spanish life, centering around Spain’s most picturesque institution — the bullfight. The novel was dramatized and presented this season at the Empire theatre, in New York, with Otis Skinner in the leading role. “To insure the proper translation to the screen of Ibanez’s atmosphere, we have engaged June Mathis, whose adaptation of ‘The Four Horsemen ’ was one of the finest pieces of screen writing I have ever seen. Miss Mathis is now working bn the script, and from the ideas she has expressed to me for the story, ‘Blood and Sand’ should prove a screen classic. “In the production of ‘Blood and Sand’ we plan to give Mr. Valentino one of the greatest supporting casts ever assembled. Bebe Daniels, who I believe is ideally suited for the role, will probably be seen as the Spanish vamp and May McAvoy, whose work in ‘ Sentimental Tommy was the outstanding artistic achievement of last season, will be seen as the wife, “George Melford, who produced ‘The Sheik’ has just returned to California to produce ‘The Cat That Walked Alone,’ a story of strong heart appeal, in which Dorothy Dalton ad Milton Sills will have the leading roles. Miss Dalton’s work in ‘Fool’s Paradise’ has immeasurably increased her popularity, and in ‘The Cat That Walked Alone’ she has a role fully as dramatic and picturesque as that which she played in ‘Fool’s Paradise.’ “Another big picture which will be put into production immediately is an adaptation of ‘If Winter Comes,’ A. S. M. Hutchinson’s tremendously popular book, of which nearly half a million copies already have been sold. ‘If Winter Comes’ will be produced by John S. Robertson, whose production of ‘Footlights’ and ‘Sentimental Tommy’ stamped him as a director who can combine artistry with box-office power. The picture will be produced in England in the actual locale used by Hutchinson. James Kirkwood, whose performance in ‘The Great Impersonation’ was one of the finest pieces of acting this year, will play the leading role and will be supported by a cast of wellknown American players. “The policy of using several stars in one picture will be continued. This policy has been extremely successful in several productions, notably Thomas Meighan’s ‘If You Believe It, It’s So,’ which has, supporting Mr. Meighan, Pauline Starke, Theodore Roberts, Charles Ogle and Joseph Dowling; in ‘Forever,’ with Elsie Ferguson and Wallace Reid; ‘Don’t Tell Everything,’ with Gloria Swanson, Wallace' Reid and Elliott Dexter, and in ‘The Affairs of Anatol.’ Penrhyn Stanlaws’ next production will have a cast of stars, headed by Betty Compson and Tom Moore. The picture is ‘Over the Border,’ an adaptation of Sir' Gilbert Parker’s novel, ‘She of the Triple Chevron.’ “Another picture with a group of stars in the cast will be ‘A Stampede Madonna,’ with Jack Holt and Bebe Daniels heading the cast. ‘A Stampede Madonna’ is an original story of the Klondike, written by Monte Katterjohn, whose picture, ‘The Flame of the Yukon,’ fixed his position as the leader of men who write about life in Alaska. I cannot think of anybody better fitted to play the leading roles of this picture than Jack Holt, typifying the heroism and virility of young American manhood, and Bebe Daniels, whose warmth -of beauty and great artistic ability make her ideal for the leading femine part. “ William de Mille’s new policy making pictures from plays and stories of established box-office value is now being put into effect in ‘ Bought and Paid For,’ which is nearing completion with Agnes Ayres and Jack Holt in the leading roles. On the completion of ‘ Bought and Paid For ’ Mr. de Mille will do ‘ Nice People,’ Rachel Crothers’ well-kaowa comedy-drama in which Francime Larrimore has been appearing with such great -uccess all this season on Broadway. ‘ Nice People ’ will be produced with 3 cast of weli-known stars. “ On the completion of ‘ Bought and Paid For,’ Agnes Ayres will again be starred. Her next picture will be ‘The Ordeal,’ an original story by W. Somerset Maugham, author of last year’s most successful book, ‘ The Moon and Sixpence,’ and this year’s most successful play, ‘ The Circle.’ In this picture Miss Ayres will be directed by William D. Taylor, who did ‘ The Furnace ’ and other big productions. “ On his return from Europe Cecil B. DeMille will produce ‘ Manslaughter,’ the sensationally successful novel by Alice Duer Miller. This picture is now being scenarized by Jeanie MacPherson. “ George Fitzmaurice, who has just finished producing ‘ The Man From Home ’ in Italy, with a cast including James Kirkwood, Anna Q. Nilsson and Norman Kerry, will go to Egypt for the exterior scenes of his next picture, which is an original story by Ouida Bergere. “ Gloria Swanson is now nearing the completion of ‘ Beyond the Rocks,’ the story which Elinor Glyn wrote for her. Rudolph Valentino plays the role of the passionate lover, and, as Mrs. Glyn has been working in the studio in close cooperation with the director, Sam Wood, and Miss Swanson, it. is expected that ‘ Beyond the Rocks ’ will prove as highly successful as ‘ The Great Moment.’ Following ‘ Beyond the Rocks ’ Miss Swanson will be starred in ‘ The Gilded Cage,’ a novelette which appeared as a comedy with music this season under the title, ‘ The Love Dream.’ “ As soon as I arrive in Los Angeles I expect to be able to announce several unusually big stories as vehicles for Wallace Reid and Thomas Meighan. Mr. Meighan’s next picture will be ‘ Our Leading Citizen,’ which George Ade wrote especially for him and on the scenario of which Mr. Ade collaborated.” ERBOGRAPH COMPANY LUDWIG G B ERB president MOTION PICTURE DEVELOPING AN D PRINTING TELEPHONE AUDUBON 3716 203 TO 211 W. 146™ ST N E W X O F? K C I T X TTlaboratories and studio