Motography (Apr-Jun 1916)

May 13, 1916. MOTOGRAPHY 1103 GENERAL BRANCHES GROW Boston, San Francisco and Newark, New Jersey, Offices of the General Film Company Removes to More Spacious Homes Natural "growing pains" have made it necessary for the General Film Company, Inc., to move into roomer and more convenient quarters. Its Boston offices have been transferred to Ferdinand and Isabella streets, where an entire building is occupied by them. E. J. Farrell, formerly division manager of the General Film Company, has assumed management of the Boston office. Mr. Farrell sometime ago was manager of the Boston division, prior to being transferred to take charge of the southern division. Having completed his work in that territory, he returned to his old post as manager of the Boston branch. Business conditions in New Haven have assumed such a favorable attitude that the General Film Company found it necessary to provide many additional films for use in that territory to meet the increasing demand. N. J. Hacking, formerly in charge of the Boston office, has assumed management of the New Haven branch. The San Francisco office of the General Film Company is now thoroughly settled in new premises, 225 Golden Gate avenue, in a new building which was erected for the sole use of the General Film Company, whose business on the Pacific Coast has grown to such an extent and is still rapidly expanding, that it was necessary to obtain more adequate quarters than those which it previously occupied. To satisfactorily take care of the requirements of the business in New York State the General Film Company recently took over commodious quarters in Syracuse at 445 South Warren street, from where the majority of theaters in that portion of the state will be looked after, instead of from Albany as heretofore. The Newark office of the General Film Company, which up until a very short time ago had operated as a distributing branch, has found it necessary to obtain increased space in order to take care of additional business. Exhibitors in New Jersey will be pleased with this new arrangement as it saves them the necessity of coming to New York for their programs. Judging from advance reports from the West Coast, "David Garrick," the newest Pallas Pictures subject for the Paramount Program, will offer a fitting screen version of the famous old classic. "Dusty" Farnum will present the title role which has been portrayed on the stage by such celebrities as Sir Charles Wyndham, Lawrence Barrett, E. H. and E. A. Sothern, Nat Goodwin and Thomas Salvini. Metropolitan Opera House Duplicated An exact copy of the second floor of the Metropolitan opera house in New York City has been constructed by the stage carpenters of the George Kleine studio, in which "Gloria's Romance," the motion picture novel in which Billie Burke is being starred, is being made. The scene, when completed, will only be used for a little over half a day, but though it cost more than $20,000 to correctly reproduce the Metropolitan, the producers of "Gloria's Romance" felt that the expenditure was well warranted by the knowledge that the screened scene, which has the second floor of the Metropolitan as its setting, would be correct in every detail. Wild Cat Promoters Denounced David Horsley urges a concerted effort on the part of the picture interests to expose and eliminate from the field the activities of unscrupulous wild cat motion picture promoters, whose vivid tales of the vast fortunes. to be made in the film industry have been the means of mulcting a gullible public of considerable money. Mr. Horsley says : "There are a great many would-be promoters throughout the United States who combine a talking knowledge of the business with fairy stories of the immense fortunes that have been made in the business, and prey upon the outside public for the purpose of making money out of the investor instead of making it out of the business, and not only the outside public suffers in consequence but the whole industry as well. "I have been asked before for advice in such cases and I have told my inquiriers to avoid motion picture investments except in the stock of established companies who are active producers and who have marketing facilities and who can demonstrate the likelihood of their being money makers by their past performances in that respect." Fannie Ward, under the direction of George Melford, has begun work at the Lasky studio on a photoplay by Willard Mack, entitled "The Gutter Magdalene," which will be released on the Paramount proThe famous star of "The Cheat" and gram. "Tennessee's pardner" will appear in this play as a Salvation Army lass who assuages the hurts and wrongs of society on the flotsam and jetsom of the bowery. f^Bfc ' : f • ■ m **x • Scene from Essanay's "The Little Sliefherd of Bargain Row," at left. Center, International's "Mysteries'of Myra." At right, Essanay's "A Return to Youth,"