Moving Picture News (Jan-Jun 1912)

12 THE MOVING PICTURE NEWS GREAT NORTHERN SPECIAL FEATURE FILM CO By Our "Roving Commissioner" AGAIN the sturdy trunk throws out into the vast area of motion picture commerce a healthy branch of the robust parent energy. This time it is the pioneer of the long feature drama, the Great Northern Film Co., that is thrusting forward in true independent style a child which is to be the quintessence of art and ELSIE FROLICH proper business methods in motion-picturedom and feature film distribution. The Great Northern Special Feature Film Co., which has been really parented by the Great Northern Film Co., is a corporation distinct by itself — distinct and different from the parent company. Again the pioneer spirit comes to the front, for it is the first to enter the field in this capacity. Its mission will be to handle special feature films and to sell state exhibition rights of same to parties interested. Films handled by this company will be safely protected against any infringement by proper compliance with the copyright laws. In brief, the Great Northern Special Feature Film Co. has for its object the exploiting of state exhibition rights of feature films and. the supplyirig to the public exhibitions of dramatic art equal to that supplied by regular theaters-, but at a lower price. Up to date the feature film has in a measure gone begging; it has been somewhat of an outsider — an outsider of' great merit. The feature film is educational of necessity^— for is not the dramatic art one of the highest forms suitable for school and college use, as well as to the needs of the masses. A reliable corporation for the exclusive handling of such films is not only a much-needed innovation, but is, no doubt, the commencement of a new era in the history of the moving picture. It is an all-apparent fact that in the near future the moving picture film will be as essential in the school as the text-book; as much in keeping with propriety in the church as the pastor's sermon, and more essential in the entertainment and education of the masses than any other form of entertaintnent or -education. The moving picture in general is, to say the very least, a wholesome entertainer; the feature film not onlj' entertains but, like the pouring of oil on the joints, it does its work without any actual putting forth of energy on the part of the subject; it is a diversion — it lubricates the imagination and educates the mind without any actual effort on the part of that organ. As if with wings the moving picture is climbing to the very pinnacle of the Temple of Knowledge, there to stand side by side with the printing press, the phonographic record, and all modern invention for the distribution of knowledge. There is no reason to doubt the fact that in the schools of the future the moving picture film and the phonographic record will join hands with the text-book, and that the trio will form the foundation of all modern educational methods. The old bugbear of educational authorities, the inflammable film, is, we are told, soon to be replacedby the non-inflammable, non-combustible type, therefore the last of the line of obstacles in the pathway of the installation of the moving picture in the schools is almost obliterated. Those will be the days for the equipments of special feature films. That will be a time of harvest for the farseeing individual, and we congratulate the Great Northern Cr'^irj^ AUGUSTA BLADE