Motography (Jan-Jun 1918)

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April 6, 1918. MOTOGRAPHY 655 Liberty Loan Plans Are Announced SPECIAL FILM TO BE SENT TO EVERY HOUSE IN COUNTRY ADOLPH ZUKOR, chairman of the committee appointed by the National Association of the Motion Picture Industry to co-operate with the treasury department, at his office in the Famous Players-Lasky headquarters last week, announced the details in connection with the third Liberty Loan drive. "In the third Liberty Loan campaign," said Mr. Zukor, "the motion picture industry will play a more important part than it has evidenced in previous drives. Careful preparation of plans in collaboration with Secreary of the Treasury McAdoo has made this possible. Every theatre in the country regardless of size or locality is involved. Many Trailers Ready ''Seventeen thousand five hundred trailers have been prepared. These films will be sent to every theatre throughout the land. The trailer runs fifty feet and opens with the new Liberty Loan flag followed by a view of Secretary McAdoo at his desk writing a message to the people. Next comes a close-up of the message followed by a close-up of the Liberty Loan button, which concludes the film. The message reads: " 'We must support our gallant sailors and soldiers. We must make them swift victors in their fight with the Kaiser. We can do it if we at home do our duty with the same quality of patriotism that animates our men in the trenches. The least duty we can perform — and we should be eager and happy to perform it — is to lend our money, every available dollar we have and can save, to our government in order that our gallant sons may be supplied with all they need to save America. No true patriot will fail to buy United States Liberty Bonds. 'Wm. G. McAdoo.' Many Posters Ready, Too "With this film there will be distributed 100,000 posters, five to each theatre and twenty to each exchange. These posters have been prepared under the supervision of our committee in collaboration with the government and present striking illustrations of great patriotic appeal. They are the creations of such artists as Howard Chandler Christy. Louis J. Dresser, Franklin Booth. H. H. Green and Harry S. Bressler. "In making this announcement, I personally wish to urge exhibitors everywhere to put this material to the best possible use, running the film at every show, not merely as a trailer, but separate and apart from any other film, thus giving it added distinction. These films are presented to exhibitors gratis. They arc not to be returned, but may be kept by those who receive them. Both film and paper will be mailed direct to the theatre by the government and it is urged should be used throughout the entire duration of the forthcoming campaign. Power of Screen to Be Shown "As a result of this concerted action on the part of exhibitors everywhere, the power of the screen will be evidenced in one gigantic thrust. 'The Big Push' The Star on the Cover CONCEDED by many to be the most beautiful woman of the speaking stage, Elsie Ferguson is one of the last among the famous artists of the drama to become associated with the motion picture art. Miss Ferguson is truly representative of the highclass American drama and her popularity is entirely in keeping with her histrionic talent. Her belief that in order to give her best efforts to the silent drama it would be best to wait until it had developed to a higher artistic plane resulted in her refusal of all film propositions until she was approached by Adolph Zukor with a suggestion that she appear in Artcraft pictures. Her initial motion picture vehicle was "Barbary Sheep," followed by "The Rise of Jennie Cushing," "Rose of the World." and "The Song of Songs." "The Lie" is released in April, after which will follow "A Doll's House." Miss Ferguson's career has demanded much of her in the way of hard work and persistent effort, but her great ambition to accomplish bigger things, no matter how successful the last one may have been, has resulted in her present enviable prestige. Miss Ferguson's most recent triumphs on the speaking stage were "Shirley Kay." "Arizona," "Rosedale," "Primrose" and "The Outcast." Her initial appearance abroad was with Lawrence D'Orsay as Ella Seafcrd in "The Earl of Pawtucket" at the Playhouse, London. on the other side is now under way and it is up to every person at home to put his shoulder to the 'Big Push' which starts here on April 6 and which will mean new muscle behind that wallop which must lay the Kaiser low. "The industry is fortunate in having such a wide scope in which to help Uncle Sam and every person connected with it should realize the particular opportunity afforded us further to prove the importance of the screen in assisting the government in its great work." Mitchel H. Mark Dies Mitchel H. Mark, president of the Strand Theatre Corporation of New York, died in Buffalo the other day, after a brief illness. Mr. Mark was one of the best known men in the business. He was a pioneer exhibitor, having given the first public motion picture presentation in the country in a little theatre which he opened in Ellicott Square, Buffalo. The theatre had less than one hundred seats in it. He was also the originator of penny arcades. Mr. Mark was born in Greenville, S. C, in 1862. As a youth of 15 he came to New York and procured a position with Young Brothers, hatters, with which concern he stayed for some time. Later he opened a hat store of his own in Buffalo, and it was there that he became interested in the presentation of motion pictures. He built numerous theatres in the United States and Canada, the Strand Theatre in New York being the largest. Shortly before his death, Mr. Mark had closed negotiations and made all arrangements for the new Strand Theatre, which is to be built in Brooklyn at the corner of Fulton street and Rockwell place. Air. Mark is survived by a widow, two daughters, Miss Winifred Mark and Mrs. Max Spiegel, a brother, Moe Mark, and a sister, Mrs. W. Rosenthal. Lobby Display Crowds House During a recent showing of "The Whip" at the Elite Theatre in Nashville, much interest was aroused through the lobby display. An automobile was placed in the lobby, with tires and other parts strewn about, spokes smashed, and a general wrecked appearance given the entire exhibit. It represented the automobile wreck scene in the play and drew a good share of the crowd inside.