Moving Picture World (Jul 1920)

THE MOVING PICTURE WORLD 449 July 24, 1920 Pathe’s Policy Toward All Exhibitors Is One of Co-operation and Integrity A STRENGTHENING of co-operation with exhibitors, a steady improvement of service and the continuance of the Pathe policy of courtesy, square-dealing and honesty of purpose in all business relations, are the important features of Pathe policy as outlined in a statement just issued by Paul Brunet, vice-president and general, manager. No startling changes in policy, no new booking schemes and devices are mentioned, but it greatly emphasizes that the Pathe organization believes that its course in the past has been so thoroughly indorsed by the patronage of exhibitors that it can remain with success as the guide for the future. As made clear in the recent controversy over producer-owned theatres, Pathe will remain strictly in its chosen field as the distributor of independent productions to all exhibitors. It is the belief of Mr. Brunet that the American picture exhibitor is not looking for discussions or schemes, but for high-class features, serials, comedies and short subjects, and every effort will be made to give them pictures of the highest type. Lesson Experience Teaches. “The policy of the house of Pathe always has and always will be a policy formulated with the interest of the exhibitor as the first consideration,” reads Mr. Brunet’s statement. “We have found by long experience that the success of the picture theatre owner and his prosperity means the strengthening and the success and prosperity of our organization. We have specialized in serving this purpose and we have achieved an unquestioned place in the esteem of exhibitors by so doing. “During the coming season, Pathe will offer the works of nearly a dozen of the masters of motion picture technique and production. These contributions to the Pathe product will include features, short subjects and serials. In each of these divisions exhibitors can confidently expect offerings of assured box-office merit, for the Pathe standard is being constantly raised and any picture meeting its requirements must be far above the average. Noteworthy Producers. “The addition to our list of feature producers of the Federal Photoplays Company of California and Robert Brunton, is evidence of Pathe’s promise to exhibitors that they will have the best on the market. These producing units make noteworthy additions to those already on the Pathe schedule, including Edgar Lewis, Jesse D. Hampton, J. Stuart Blackton and Leonce Perret. “The so-called ordinary picture of the past few years is about obsolete. Standards have been steadily raised in the production of motion pictures and today satisfactory pictures must be of careful selection, clean and of genuinely strong physical construction. Pathe has long sensed the demand of the public for pictures of super merit. No feature not of true ‘special’ quality will be released. Much more will be spent, of course, upon each production. “The serial has come into its own. Demand has never been greater than today for these exciting and thrilling episodes. Pathe has a record of over thirty successful serials. Our plans in this direction for the coming year embrace a wide variety of high-class serial matter. Ruth Roland, who has achieved a place m motion pictures that makes her name synonymous with serial success, will be presented in ‘Ruth of the Rockies’ and later in another, the title of which is yet to be determined. “George B. Seitz will continue with his splendid organization in the preparation of pictures in which he will be starred, with Marguerite Courtot in one and June Caprice in another. Juanita Hansen and Warner Oland will be seen in the ‘Phantom Foe’ and they will later appear in a George B. Seitz production with Marguerite Courtot and Lucille Lennox. Hutchison and Lloyd. “One of the important developments of recent months in serial activity was the acquisition of Charles Hutchison, the hero of “The Great Gamble.” This remarkable actor, noted for the number and variety of dare-devil stunts which he has introduced into motion pictures, will be seen in two serial pictures to be produced by Robert Brunton. Under the entire serial plan, at least two Pathe serials will be available at all times for exhibitors. “In the sphere of comedy it is the pleasure of Pathe to point out that our greatest success of the year is the Harold Lloyd comedies. Harold Lloyd has developed under the Pathe banner, and it can be stated beyond any doubt that he is recognized as one of the very greatest box-office successes of the moment. The comedies which are still to come under his present contract are of the same caliber as the rest of the tworeel comedies which have brought him to his present great place. Short Subjects in Demand. “Hal Roach, who has been producing comedies for Pathe for the past six years, will continue the direction and production of the Rolin one-reel comedies as well as of the Harold Lloyd comedies and a new series of one-reel comedies which will be shortly announced. “ ‘Snub’ Pollard and our little darkie, Pick JACK AUSLET, branch manager of Pathe Exchange, Inc., in New Orleans, recently on a visit to New York, states that his territory is in a more flourishing condition than ever before. He also says that the future is holding great promise, with the construction of several theatres in view and plans already drawn by Pantages for the erection of a $1,000,000 picture house. “One familiar with the lavish way productions are screened in New York,” said Mr. Auslet, “would be surprised to see that these same methods are being used throughout the southern territory. Exhibitors are getting away from the cheap exploitation stunts and dressing their lobbies artistically, besides ornamenting their stages in a fitting manner for presentations. Great attention is also given to the musical end of the program. “Features are always received big and we expect big things from the Blackton production ‘Passers-By.’ Blackton has always been a big selling name in New Orleans, and after seeing ‘Passers-By’ at the Capitol in New York, I am convinced it is a feature worthy of any theatre. Blanche Sweet has scored heavily in the South with aninny Sammy, have become universal favorites. “In the field of short subjects, the Pathe News, the Pathe Review and Topics of the Day will continue as pictures on the programs of the leading theatres of the country. The standing and quality of the Pathe News needs no fresh introduction to the American exhibitor. The Pathe Review, in Pathecolor, slow motion photography, nature pictures, science, art, etc., holds for itself a unique place. Topics of the Day is probably the most discussed short subject of its kind in the world. Extend Exchange System. “All of this means simply that we shall concentrate toward the single purpose of not only maintaining the reputation we have earned for service to exhibitors, but that we shall reach out for added recognition by giving an even greater and more extensive service. From top to bottom our sales force is under instructions to be ever guided by the thought that we must build good will with the sale of every picture, that we are building for the future and not merely working for the profits of the day. “The Pathe exchange system is being extended. It is our purpose to have an exchange or sub-office convenient to every exhibitor. In fact, we want our office to be a little closer and a little more convenient than any other office. As it is stated in our advertised policy announcement, efficiency, thoroughness, promptness and square-dealing are expected of the Pathe exchange force. “In closing I would like to thank the American exhibitors for their cordial cooperation with the Pathe exchange, and I would like to assure them that I am convinced that all signs point to a prosperous and happy year for all the substantial business interests in the industry. We will do our part toward rounding out this optimistic outlook, and we know the exhibitors can be depended upon to do their part.” ‘Simple .Souls’ and I am told that her forthcoming picture will surpass even that feature. “Theatregoers in my territory are strong for outdoor pictures. Edgar Lewis is filling that demand more than any other producer. 'Other Men's Shoes,’ ‘Sherry’ and ‘Rio Grande’ exceeded all expectation and we are looking forward to big business with ‘Lahoma.’ “Harold Lloyd has simply taken the country by storm. At the Strand Theatre, our biggest house, the manager was so impressed by his work in ‘Haunted Spooks’ that Lloyd was featured above a six-reel feature. We cannot supply the demand on ‘Bringing Up Father’ Comedies and the Rolins with Pollard have done big business. The Dempsey serial has scored and will undoubtedly take new impetus with the recent action of the courts. George Seitz is a big favorite with serial fans and we are looking forward to the release of ‘Pirate Gold.’” New Rolin Comedy Pathe announces “Hello Uncle” as the title of the latest of the Rolin Comedy series starring Beatrice La Plante, which was released July 11. New Orleans Manager for Pathe Reports Business Flourishing Throughout South