Motography (Jan-Jun 1918)

June 1, 1918 MOTOGRAPHY 1047 Mutual Announces American Series Leaves Room in Schedule for Special Productions to Come, Among Which Are Some Starring Edna Goodrich THE MUTUAL FILM CORPORATION announces a contract for the release of a series of five-part productions from the studios of the American Film Company, Inc. — one every other week beginning May 27. A new whirl of activity is sweeping through Mutual and plans are under way for the release of a series of special productions of the first rank. An announcement of these is shortly to be issued from the offices of James M. Sheldon, president of Mutual. Mr. Sheldon is dividing his time between the Chicago and Xew York offices in his negotiations and operations. The Mutual schedule includes: May 27 — Minter — "Social Briars" — An appealing story of a village beauty who seeks fame in a big city, but finds her path to glory beset with thorny briars. Directed by Edward Sloman. June 10 — Fisher — "A Square Deal" — The effect of "Higher Thought" on a girl brought up in ultra conventional environment. Story by Albert Payson Terhune in "Red Book." Scenarioized by Elizabeth Mahoney. Directed by Lloyd Ingraham. June 24 — Russell — "Up Romance Road" — A young man of adventurous spirit considers his engagement to the daughter of his father's partner too prosaic and he decides to break the engagement. Story by Stephen Fox. Directed by Henry King. Produced by William Russell Productions, Inc. July 8 — Minter — "Ghost of Rosy Taylor"— A beautiful American girl, finding herself alone and destitute in Paris, becomes involved in a series of mysterious events. Story by Josephine Daskam Bacon in "Saturday Evening Post." Directed by Edward Sloman. July 22 — Fisher — "Impossible Susan" — How a girl left to bring herself up in the free and unconfined outdoors convinced a cynical philosopher who believed in the superiority of the "sterner sex" that he had neglected the study of the "weaker sex." Story by Joseph Franklin Poland. Directed by Lloyd Ingraham. The preliminary arrangements have been made for the production, also, of a series of feature productions starring Edna Goodrich. Production will start shortly in Xew York studios. It is planned to give Miss Goodrich more pretentious productions and bigger vehicles than any of those in which she has previously appeared. The Mutual schedule of short length productions of feature quality, including Billie Rhodes in Strand Comedies and the Screen Telegram, the Mutual news reel, will be maintained. In addition, a series of one-reel specialty pictures of a new type and extraordinary quality is shortly to be announced. "The prospects are exceedingly bright for Mutual," observed President Sheldon. 'We have by the contract just announced a consistent sequence of high class productions featuring Mary Miles Minter, William Russell and Margarita Fisher. We have almost ready to announce a series of special features of the very first magnitude, featuring one of the best known stars of the screen. We have a well established and constantly improving news reel, the Screen Telegram. I do not need to make comment on the Strand Comedies. They have set a standard of their own in the trade. "There may be some question as to why we have adopted an every other week release for the five-part productions on our regular schedule. In the first place, it was desirable to make room in our releasing plans for the special productions that are to come. Then also it is wise to take cognizance of the fact that there has been a large waste in productions released through the summer period. Too many pictures without adequate drawing power have been crowded into the summer market. "The picture business has reached a stage of development and maturity where it must from now on take cognizance of the slackening of the theatrical market in the warmer months. We have some lessons to learn from the stage in this game and one of them is that the public must not be overfed on production in the summer.' Do you know that one big group of film producers and organizers recently took under consideration a plan to suspend all releases for six weeks, beginning July 1? "We are not that radical. There is a good business to be had right through the summer, but observation proves that the best commercial course is to release fewer productions and work them harder. This is better policy both for us and for our customers1, the exhibitors. Longer runs are coming in steadily, as evidenced by the reports from Mutual's branches. "We are enjoying a pleasant growth of business. 'Hearts or Diamonds?' is making a sensational success in various quarters of the country. It has had the distinction of being the production presented at the opening of several of the biggest new theatres in the United States. We have others with just as big box office possibilities to come. "There is a decidedly healthy trend in business among the theatres. Better showmanship is making for the theatre prosperity and is having a most favorable reaction on the manufacturers and distributors." ATo, Alice Brady is not posing for the camera in a new story, nor is she about to commit murder on her companion, Director Emile Chautard. She had the dagger in her hand in connection with the filming of "The Ordeal of Rosetta," when the director walked up and started a conversation during a rest period. The camera man did the rest.