Motography (Jan-Jun 1918)

January 12, 1918. MOTOGRAPHY 81 Latest News of State Rights Productions UP-TO-THE-MINUTE DEVELOPMENTS IN THE INDEPENDENT FIELD Simmons Is Given New Job Appointed General Manager of State Rights Distributors, Inc., After Many Years Experience in Exchanges CM. SIMMONS has been appointed • general manager of the State Rights Distributors, Inc., with offices at 418 Longacre building. This organization, headed by Sol L. Lesser, its aim being to unite the purchasing power of the country, was finally completed and launched ready for action at its recent meeting in New York. In appointing Mr. Simmons general manager, the organization feels that its interests will be safeguarded, due to his knowledge of conditions generally and his familiarity with the wants of the public and the needs of the different members of the association. Since 1907, Mell Simmons, as he is generally known to thousands of exhibitors throughout the country, has managed theaters and film exchanges from coast to coast. He has had valuable experience as sales manager for the General Film Company, and the Mutual Film Corporation, and has opened film exchanges for the Eclectic, Triangle, Artcraft and Goldwyn Film CorporationsC. M. Simmons Decline of Star System at Hand George Backer Believes Salaries of High Priced Men and Women of the Screen Cannot Continue at Present Figures IF far-sighted opinion is accurate, motion picture stars are approaching days when their lustre may be dimmed. For several years, now, each successive season has witnessed larger salary demands by men and women of the screen who are regarded as box-office assets. But as increase has followed increase, these salaries have at length crept up to a figure which producers, distributors, and exhibitors declare cannot be continued with financial safety. George Backer, president of Foursquare Pictures, and one of the established business men of New York, expressing his views in the matter, admitted that the star system has faults that threaten its existence. "The trouble," said1 Mr. Backer, "has originated through the greediness of players who failed to estimate their popularity at its accurate value. They have at the outset misinterpreted the meaning of the word 'star.' Instead, as they believe, of representing ability as well as drawing-power with the public. it has been held by them to stand for drawing-power alone — a quality most of them have grossly exaggerated. "Now if we scrutinize the subject impartially, we will discover that there are two classes of so-called star: those in fact, and those in name only. The former are artists; the latter, without exception, are impostors. "The time is near when the public will not designate as 'star' any actor or actress who is not finished in histrionic art. Because motion pictures are comparatively new with the people of this country, they have come to regard the player frequently seen as an old acquaintance. In the absence of a large number of truly capable players, these actors and actresses of medicore abilities have gone on appearing in picture after picture, until they acquired a certain vogue which they — and producers, distributors and exhibitors also — mistook for stardom. "Within the past year a change has been gradually taking place. The public lias grown weary of seeing favorites, for the reason that their lack of genuine dramatic capacity has at last been discovered. Offered in roles for which they obviously were unsuited, and often in photoplays that were not strong in story and production, these 'stars' have shot downward with a vengeance. Naturally, the public has wearied of seeing them. "During this same period of time, the producers who have suffered insistent demands for still more outrageous salaries have made a discovery. This has been that even the admitted half dozen stars who possess a box-office value (and with it, some acting capacity) are receiving salaries that financially cripple the organizations paying them. "The experienced man of business does not need to be reminded that when he exceeds the limit of monetary safety in overhead his stability is endangered. That time has now arrived with respect to stars who each received several thousands of dollars weekly — which, in practically every instance, is from two to four times what they are really worth. "It needs no prophet to predict that the days of extravagance in this respect are numbered. Even the producers who foolishly bid against each other for the services of a reputed star see the handwriting on the wall. And quite a number of these screen luminaries will wake up some fine morning, when their contracts have expired, to find that the next ones they sign will have to be for amounts greatly below what they now unjustly get. "In a few words, the 'stars,' by their unreasonableness, have killed the geese that have been laying their golden eggs. Very soon, I believe, this situation will be readjusted upon an equitable basis. For the star, to appear as such, must; have in addition to an absolutely determined box-office value, exceptional dramatic qualifications and be presented in a suitable role in a strong production, surrounded by relatively efficient players in all other characters. "Then we have the star in his, or her, adequate setting. When this is accomplished, and the compensation is neither too large nor too small, the conditions are those which make for satisfaction artistically; for the commercial success of producer, distributor and exhibitor; and for the public which is being catered to." Entire Play Rewritten The necessity for rewriting a completed photoplay production after it has