Motography (Jan-Jun 1918)

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1210 MOTOGRAPHY Vol. XIX, No. 26 Boost in Railroad Fares to Aid Pictures Theatrical Companies Being Taken Off the Road and "Legitimate" Houses Will Turn to Films as Result THE tremendous boost in passenger This means for a company of twentyrates, which went into effect on five (the number of tickets necessary to June 10, will prove of immense benefit to get a baggage car free) an increase of the picture industry, in the opinion of $200, which of course is prohibitive. World Pictures. Consequently there will be fewer at Many of the big "legitimate" theatres tractions on the road next season, which throughout the country are planning to makes it necessary for theatre owners to show pictures next year and making look for other forms of entertainment preparations now for this change, as the with which to keep their houses open, managers realize it will be impossible to Naturally they are turning to films and keep their houses open night after night *s a consequence pictures this coming with the limited stage productions that year will be seen in "legitimate" theatres can survive. never before open to them. This condition is the inevitable result World is watching the new conditions of the passenger rate increase. alertly and the World men in the field Just how big this increased railroad have been instructed to co-operate to the fare is, as it affects road companies, can utmost Wlth theatre owncrs seeking to be graphically shown by taking dramatic find attractions for the coming season. movement from New York; to Buffalo. It is a railroad rule that twenty-five fares must be purchased to obtain the use of a Timely Ince Films Due Soon baggage car and as a baggage car is Tw0 unusually timely subjects will be alwavs needed, the computation is made 1 j i ^ -n j . . . ' re released under the Paramount tradeon the basis of twenty-five fares: „,, „ „ .. mark early in July by the Famous PlayOld rate, one person $ 8.00 J J J J sleePer ■ 2-°° ers-Lasky Corporation. Both are Thos. Total $10™ H. Ince productions, the first, scheduled Light per cent War Tax 80 , *~ ' tor July 1, being The Kaiser's Shadow, New ^ate ........................... '.'.'.'. '.$13.20 featuring Dorothy Dalton, and the secSleeper . . 2.00 on(j( released July 8, being "The Claws of j_*xccss tor sleeper z.zu , ... r~.. . .,-. . the Hun, in which Charles Ray is Eiglit^per Vent' War fax! .'...'..'.'.'. '. .'.'.'.'.'.'. 1.40 starred. While neither is essentially a _, . , ..,. OA war picture, both productions are closely 1 otal ip 1 o.olj Old total fare 10.80 interwoven with the great struggle on Increase per person $8.00 the other side of the Atlantic. A Brand New One! PUBLICITY by telephone is the new wrinkle contrived by Metro in advertising the big sensation-production, "To Hell with the Kaiser." Each Metro Exchange has been instructed to conclude all telephone conversations with "Well, to Hell with the Kaiser" instead of the conventional "Good bye." The novelty appeals immediately and is rapidly spreading in popularity. As a publicity idea this ranks with the best in the history of the profession. It is simple, inexpensive and tremendously effective advertising. Says Small Towns Make Stars It's the small down demand that makes a star of the motion picture actress, declares Fay Tincher, comedienne, who has just affixed her signature to a contract with World Pictures. Miss Tincher backs up this idea in a logical manner. "In the small towns," she says, "the motion picture star reigns supreme. She does not have to divide attention with theatres, skating rinks, dansants, concerts and opera, the way she does in the big cities. Her only competition is with other motion picture actresses. "If the small town people like her then a tremendous demand for more of her pictures arises from the small towns — where the bulk of the motion picture business is done — and she is made. But if the only demand is from the big cities and her pictures fall flat in the small towns, then she is a failure." A picturesque scene in the new Fox picture, "Ace High," starring Tom Mix. New Pickford Play Due "How Could You, Jean?" Mary Pickford's next Artcraft vehicle, will be released June 23. The story is a narrative of a domestic nature, involving a thoroughly winsome romance and much action of a humorous as well as exciting nature. Miss Pickford appears in a new role as a girl of about eighteen, naively charming, who is cast in an unfamiliar environment owing to a sudden decline of fortune. The photoplay is from the novel by Eleanor Hoyt Brainard. Frances Marion, who wrote the scenario, has woven about the star a wholly appropriate web of circumstances. William D. Taylor, director of the Tom Sawyer stories for Paramount, as well as "Mile-a-MinuteKendall" and "His Majesty Bunker Bean," all starring Jack Pickford, was in charge of "How Could You, Jean?"