Motography (Jan-Jun 1918)

June 29, 1918 MOTOGRAPHY 1221 Interesting scenes from "Tinsel," the new World picture starring Kitty Gordon. Exhibitors Welcome Short Subjects Approve New Universal Plan by Booking First Two-Reeler Fast — Eighty-Seven Prints Now Out THAT there is a steadily growing demand for two and three reel dramatic subjects such as Universal has decided to issue, and that this demand is sufficiently great to be given recognition, is the consensus of opinion expressed in reports which Universal's exchange managers have forwarded to President Carl Laemmle. These reports came as the result of a promise made by Universal's chief executive that his organization would seriously consider placing the short subjects on its program of weekly releases if it were definitely ascertained that exhibitors wanted them. This promise was made by Mr. Laemmle during his recent tour of his company's exchanges. A report sent in by Barney Rosenthal, manager of the St. Louis exchange, contained the following: "Not even in the palmiest days of the program was there such a strong demand for short subjects. The exhibitor is in desperate need of two and three reel dramas to round out his show and he doesn't know where to lay his hands on them. In fact, this need is so great that some of the showmen who formerly looked down upon serials, are now running them because they've got to showsomething with the feature. "Nothing we've done in a long time, has afforded the exhibitors in this territory more satisfaction than our recent announcement concerning Universal's issuance of two reelers." From John L_McAleer, the Pittsburgh representative, came this report: "The enclosed bookings for the two reel dramas we are releasing tell their own story. So far as this territory is concerned, you couldn't do better than to make the short subject a permanent fixture of our weekly program." That the sentiment on the West Coast is also in favor of the short dramatic subject is contained in a letter written by G. A. Metzger, manager of the Portland office. "The day after the trade papers containing the story of Universal's plan to release two and three-reel dramas reached this corner of the country, two of my most important accounts came to me with the stories in their hands and requested that I confirm the announcements. When I told them it was 'honest Injun' they booked the pictures on the spot. I've been deluged with requests for bookings since." As the result of this demand, orders for extra prints of the short subjects have been steadily coming in from all exchanges. The first of the short subjects was a two reel western drama entitled, "Play Straight or Fight," featuring Helen Gibson of railroad series fame. It is stated that the eighty-seventh print was shipped a few days ago. Dr. Smith Invades New York (Continued from Page 1205) found influence upon American thought relative to this oldest of social problems. "The program advocated by the picture is in direct support of the policy of the Federal government for the protection of soldiers as worked out by the Commission on Training Camp Activities in Washington. The breaking of the political protection of vice is demanded by Secretary Daniels, and the failure of officials of certain cities such as Philadelphia, and Yallejo, California, to obey the warnings of the secretary resulted in the government assuming control of the territory in the vicinity of the navy yards. "Espefially on this account did Secretary Daniels establish certain 'dry' sections. Through our own organization in California Commandant George of the Mare Island Navy Yard was furnished much of the data upon which he based his fight in that territory. "The coming of 'The Finger of Justice' to certain cities like Sacramento, was the occasion of the turning of the tide of public opinion relative to these matters. We believe that such will be the case throughout the country. "We are using the theatrical machinery of distribution on sound commercial lines, because that is the only way in which we can reach the millions of the American public. "Dr. \Y. E. Shallenberger of the Arrow Film Corporation has assumed personal direction of the distribution of the picture. Wherever it is booked we shall co-operate with the local exhibitors in developing the propaganda value of the picture. It has been found that ministers are glad to announce its coming in their pulpits, and that social workers generally see the value of the campaign and are glad to co-operate." Completes Big V. Comedy Director J. A. Howe has just completed a Big V. comedy entitled, "Wounded Hearts and Wedding Rings," featuring the well-known team of Montgomery and Rock. "Shines and MonkeyShines" is the name of the new Howe picture under production.