Moving Picture World (Aug 1920)

THE MOVING PICTURE WORLD 879 August 14, 1920 Thomas H. Ince and Exhibitor Completing Newspaper Exploitation Photoplay CAPITALIZING on the appeal of motion pictures and anticipating newspaper interest in a news feature service of merit, the exploitation department of the Thomas H. Ince Studios has launched a three-cornered co-operative drive that undertakes to eclipse previous publicity achievements, according to statements at hand. By arrangement with one newspaper in each city, Thomas H. Ince has produced a three-reel photoplay which depicts every phase of on and off stage activity in the Ince studios at Culver City. Under the title of “A Trip Through the World’s Greatest Motion Picture Studios,” the offering will be distributed to exhibitors by the newspapers for which it was especially filmed under the personal supervision of Mr. Ince, and the direction of Hdnt Stromberg, director of publicity and advertising for the Ince studios, who conceived the idea and negotiated its acceptance by dailies throughout the United States and Canada. All in a Day’s Work. Contrary to precedents the Ince-Stromberg presentation sidesteps the casual star and player “snapshot” glimpses found in some magazine and special supplements devoted to “behind the scenes” moments. It presents, in conventional story and continuity form, the full day’s work in a studio from sunrise to sunset, as the personages arrive in the early morning, through the complete schedule of studio functions, to the final departure at night. The technical division is as faithfully portrayed as is the stage and home life of the men and women who are responsible for the silent drama. Photoplay devotees will behold the evolution of an artist’s blueprint? and a carpenter’s miniature model, in which the intricate details of production and the lengths to which producers go to obtain the desired mechanical effects. Other episodes include a peep into the scenario department as the Ince studios reading and writing staff are in consultatioh with editor John H. Blackwood; a journey into the art title department, the scenic shops, the carpenter plant, the electrical division, the production headquarters of Mr. Ince; the laboratories, the cutting room, the casting office, and all other departments. Episodes show the stars and special companies at work on their stages, on location, in their dressing rooms, at recreation, at home and otherwise engaged. Motion picture theatre audiences have ofttimes wondered “how they do it in the movies,” and will find a vivid answer in the Ince attraction although, it is pointed out, care has been exercised to prevent the exposure of any of the trade “secrets.” Much Newspaper Publicity. Under the existing arrangements between the Ince studios and the newspapers participating in the three-cornered tie-up, the advance and current publicity pledged for the promotion of “A Trip Through the World’s Greatest Motion Picture Studios,” will undoubtedly result in far-reaching volumes of collective newspaper space. When Mr. Stromberg first approached the press with the nucleus of the plan, acceptances and co-operation promises were returned by photoplay and managing editors. Communications with theatre owners, it is declared, disclosed approval and a demand for the feature, which will be presented as “an added attraction,” backed by exploitation drives as suggested in a work just issued by the Ince promotion forces. The coming of the picture will be announced on successive days at least two weeks prior to the release of the film in the local theatre. Going in for Exploitation. Boxed bulletins, news announcements and feature “spreads,” in which the public will be invited to join such-and-such-anewspaper’s readers on “a trip through the world’s greatest motion picture studios,” .will herald the newspaper’s arrangements. During the exhibition of the picture in the first-run theatres, and the subsequent-run houses, news and feature publicity will be accorded its presentation. The circulation department of the newspaper?, now in communication with the Ince studios, have announced plans for exploiting of the enterprise. Special onesheets, placards, banners and cards will be attached to delivery vehicles. Other exploitation effected jointly by the newspaper and the exhibitor includes a tie-up with music dealers, who will arrange window displays, lobby exhibits, “stunts” and stage demonstrations for the promotion of the picture and a popular song. Special screen slides, animated trailers, performances for the benefit of school children and other classes; mail campaign and special prologues and interludes, in which the studio “atmosphere” will envelop the theatre, are also included in the program of promotion and presentation suggested. An assortment of scene stills, portraits, and other accessories will be furnished. To Publish Scenarios of Paramounts in Book Form JUST as it is possible to read the best plays in book form, so will it soon be possible to read the scenarios of one’s favorite motion picture according to a statement made by Jesse L. Lasky, first vice-president of Famous Players-Lasky Corporation, who recently announced that the scenarios of the principal Paramount pictures are to be published in book form. Mr. Lasky’s announcement means that many of the future works of Sir James M. Barrie, H. G. Wells, Arnold Bennett and other famous authors and playwrights who have contracted to write directly for the Paramount screen, will also be vailable. Air. Lasky’s decision to publish the scenarios of Paramount Pictures followed his recent visit to England during which he was in conference with the leading writers of Great Britain and during which he acquired the first scenario from Barrie's pen. The literary value of this story, set forth as it was in terms of the screen yet preserving the qualities which are so essentially Barrie’s own, so impressed him that he decided that in the future scenarios should be printed as well as filmed. Answers Pemberton Criticism. The publication of Paramount scenarios is an answer to the criticism of Max Pemberton, British author and critic, that “you cannot read a cinema play in bed.” Mr. Lasky maintains that while it is not always possible to see a motion picture play in bed, it is just as easy, and quite as entertaining, to read a photoplay there as it is to read any book or play. Moreover, there has been a growing demand on the part of the public for a more complet literature on the screen, and by publishing the best screen plays it is expected that aspiring scenario writers will be able to learn the secrets of photoplay writing much more easily. Three Views Taken from “Seeds of Vengeance,” Starring Bernard Durning, and Released Through Selznick. It' muSt be admitted that there is no sign of vengeance being exhibited in any of these pictures. Can't expect any of “these here” farmers to scatter any seeds as long as they work strenuously over the checker board.