Motography (Apr-Jun 1916)

June 24, 1916. MOTOGRAPHY 1439 V. L. S. E. Plans for Big Summer CLEVER SCHEME OF CO-OPERATION OF NEWSPAPER AND EXHIBITOR WALTER W. IRWIN, general manager of the V. L. S. E., claims that the old theory that business in the film industry must necessarily fall off in the summer is a fallacy, and says that the members of the Big Four force are going to prove this even more conclusively this summer than they did last. In Mr. Irwin's opinion it would be foolish to try to discount the fact that hot weather does tend to keep people away from the theaters. But on the other hand it is equally apparent that strong attractions and intelligent service may be used to counterbalance the influence of such weather. This is best proved by the fact that the legitimate theaters during the summer months turn their houses into moving picture shows and secure the best possible attractions they can obtain. It is working along this theory that the V. L. S. E. means to show that summer months can be made just as profitable as any others. With such attractions already on hand as "Sherlock Holmes," "The Ne'er-Do-Well," "The Suspect," "Salvation Joan," "God's Country and the Woman," "The Law Decides," "Love's Toll," "Dollars and the Woman," and such features almost completed as Rex Beach's stories, "The Barrier," "The Silver Horde," and "The Iron Trail," from the Lubin company ; Winston Churchill's novel, "The Crisis," from the Selig company; Ralph Ince's super-picture, "The Combat," from the Vitagraph company, and William Gillette in his other success, "Secret Service," as well as other forthcoming productions, including Lillian Walker in a Vitagraph Blue Ribbon feature, "The Man Behind the Curtain" ; Edith Storey and Antonio Moreno in "The Shop Girl," by C. N. and A. M. Williamson, another Vitagraph offering; Kathlyn Williams, Edith Johnson and Guy Oliver in a Selig Red Seal play, "The Valiants of Virginia" ; Orrin Johnson in a Lubin play called "The Light at Dusk," and Lewis S. Stone and Marguerite Clayton in an Essanay production entitled "According to the Code," there is no reason why the contention should not be proven to the satisfaction of all. As a result of their recent campaign in Chicago to expose exhibitors who show immoral pictures and force manufacturers to produce this class of plays, the Women's Political League reported that the VitagraphLubin-Selig-Essanay, Inc., held first place in the list of producers working toward cleaner and better plays. A. W. Goff, assistant general manager of the V. L. S. E., has just returned from a tour of the middle-western cities and declares his opinion that the public will ultimately select the photoplays. He says the patrons are the ones who pay to see the films and they should have the say as to what they shall see. He believes that that choice of the public will make itself felt upon the producer and he will be forced to stage the sort of plays the majority demands. Big Four Invades Milwaukee Frank Redfield headed an army of representatives of the Big Four who descended upon Milwaukee for a three days' invasion. The Strand Theater was taken over for a series of private showings of the newest and latest films and the Wisconsin hotel was made headquarters for the social functions. Besides paving the way for future business relations with the exhibitors the campaign was unusually successful from the point of view of the signed orders received. A special campaign was handled for "God's Country and the Woman" and the department stores will co-operate with window displays of the book while the film is running. Mr. Troupe, Mr. Gallas and Mr. Lawrence shared with Mr. Redfield the honors for the success of the invasion. In the preparedness parade recently held in • New Orleans the showing of the moving picture industry was most notable. Over 200 managers and their forces were in line and each exchange represented turned out a full complement of men and women. A striking example of the co-operation of newspapers and moving picture exhibitors is shown in the plan now being carried out by. the manager of the Grand Opera House of Cincinnati and the Cincinnati Post. This is called a Sherlock Holmes "Hunt," and a prize of $100 will be given to the person capturing the famous detective. For several, days before the advent of "Sherlock Holmes" advertisements and news items announced the coming of the film and then a character representing the famous person was set at large. The prize will be awarded to the first person who positively identifies him, providing he has with him. at the time an issue of the Post. Daily stories of the "Hunt" with stills are being run in the Post and pictures are nightly being, displayed at the Grand Opera House. New Helene Rosson Play Helene Rosson, peeress of histrions, is again seen to splendid advantage on the motion picture screen through the medium of a five-part masterpicture. entitled, "The Abandonment," with E. Forrest Taylor in the principal masculine role. Always charming and refreshing, Helene has steadfastly maintained her pleasing screen presence in every scene of this photoplay, as will be proven when released by the Mutual on June 22. ^BHff^--^B -ti Jll r ty ■ $ ?^PS, i hi m m ■ i \. i 1 : ' EP€HW v^^M *i| mi 1 1 £▼ ' *»* Mr IWb iH Leah Baud and two Japs in "Would You Forgive Her?" Vitagraph three-part feature scheduled for June 24.