Moving Picture World (Jul 1921)

424 MOVING PICTURE WORLD July 23, 1921 Popularization of Short Subject Programs Foreseen by Pat he Man Back of Samuel L. Rothafel’s success in the presentation of an all short-subject program at the Capitol Theatre, New York, is a significance that clearly indicates the trend of the times in motion picture presentation, according to Elmer Pearson, director of exchanges of Pathe. On at least two other occasions, while managing director of the Rialto Theatre, Mr. Rothafel staged programs composed entirely of short features, but never with quite the same success as rewarded his efforts at the Capitol. “Exhibitors who regard the feature (assuming it to be five reels or more in length) as an absolutely essential unit of their program, are laboring under an erroneous impression of public taste,” asserts Mr. Pearson. “To get the real inside viewpoint of the public on the question of short subjects as a form of entertainment, I visited the Capitol Theatre twice during the week of July 3. I was particularly impressed, to begin with, by the very large crowd that attended both performances, despite the holiday time and the weather which drove the thermometer up around ninety. “It is possible to sense the feeling of an audience, by giving it careful attention, and I feel that on each of my visits to the Capitol I caught the ‘crowd psychology.’ “There were persons in each audience who could not possibly have sat through a so-called feature of five reels or more. In their state of mind, brought about by the weather, they had to have their entertainment in short jolts, as it were. It had to be brief and snappy. That is what Mr. Rothafel gave them The Harold Lloyd comedy, ‘Among Those Present,’ which was featured on the Capitol program, seemed to HERE ARE THREE HARD HITTERS Tom Mix visits Secretary of the Navy Denby and Assistant Secretary Roosevelt at the National Capitol Aesop ’s Fa hies Listed “The Lioness and the Bugs” is the title of the new animated cartoon of the series of “Aesop’s Film Fables,” created by Cartoonist Paul Terry and produced by Fables Pictures, Inc. The offering has been scheduled for release by Pathe for the week of July 24. It was Aesop who first invented the well-known saying that “quality, not quantity, is what counts,” and the fable in which he endeavored to prove his statement was “The Lioness and the act as a tonic — a bracer, perhaps — for an audience that was ill at ease with itself when it entered the theatre. “The other units of the program fitted in very nicely around the Lloyd comedy, and the musical presentations were of such a nature as to add more laurels to Mr. Rothafel’s credit. “This Capitol program proved oeyond all question that the short subject has become firmly implanted in the public mind as one of its chief sources of entertainment. Of course, the standard for this form of motion picture must be very high, perhaps higher than the average fivereeler. “There can be such a great diversity of subjects in a short subjects program than in one containing the average featured length production that it consequently contains a wider range of appeal. “I do not intend to convey the impression that I feel the short subject will ever supplant the feature length picture. That would be absurd. The situation parallels the short story and the novel. The average person likes both form of reading, but at various times tires of one or the other. When novels begin to pall on one, a switch to short stories is very refreshing and vice versa. The same holds true with motion pictures.” Selznick Advances Preparations for John Galsworthy's ‘ Justice 99 Ralph Ince, who will direct the Selznick Pictures production of John Galsworthy’s “Justice,” has been spending the last few weeks at his home in Bayside, in a practically continuous, study of the play and the Edward J. Montagne continuity from which the screen version will be created. Preparations for the actual photographing of the drama are nearing completion at the West Fort Lee studios, under the personal supervision of Myron Selznick. Numerous interesting descriptions and sketches of British prison, court and office scenes have been received from James Fosdick, who was sent to England to secure data at first hand, and replicas of actual buildings and interiors are being prepared by the technical department. It is expected that William Faversham, who is to play the star role of Falder, will begin work within a short time. The screen version will inevitably depart in certain respects from the stage version as seen on Broadway several seasons ago, but in color rather than essentials. This will be in the shading of characterization of the various roles. In the casting of “Justice,” Myron Selznick states that players will be secured without any thought of the manner in which the roles were created on the stage, but solely with an idea of approximating as closely as possible the spirit of the drama. Therefore, while the story will remain unchanged in all essentials, it will be presented in new colors. August 10 Set as Date for Release With a number of productions completed from which to make a selection, Myron Selznick, vice president in charge of productions, has chosen “Remorseless Love” as the next Selznick-Elaine Hammerstein release. It is scheduled for August 10. Work on the negative has been about completed and prints will go forward to the various Select exchanges throughout the country within the next few days. “Remorseless Love” is from a story by Mary Lanier Magruder which appeared recently in one of the popular magazines. The screen version was written by Edward J. Montagne, staff writer for the Selznick organization, who has a number of notable successes to his credit. Bugs.” Although Aesop “philosophied” 2600 years ago, his words have become immortal, and through the imaginative work of Paul Terry they live on the screen, only in a more modern guise with a quaint touch of satire mingled with highly laughable incidents. “Back Pay” Has Been Completed The photographing of “Back Pay,” a Fannie Hurst story, has been completed at W. R. Hearst’s Astoria Studio. It is the story of a country girl’s life and a fast set in New York and was directed by Frank Borzage. Frances Marion wrote the scenario. Seena Owen plays the leading role. Playing opposite Miss Owen is Matt Moore. Great Care Taken Selecting Cast Seldom has a cast been selected with the care bestowed upon that of “Get-Rich-Quick Wallingford,” according to an announcement by Cosmopolitan Productions. The picture, adapted from the famous stage play, will be released in the fall. Characterization of the highest order was sought for the screen version, it is said, because the characters of Wallingford, Daw and others were well known to thousands of Americans who had seen the stage play and the producers realized from the outset that every man and woman in the cast must be ideally fitted to his or her part. The film was directed by Frank Borzage, who directed “Humoresque.” Selznick Revives “The Moth , ” with Norma Talmadge Another of the popular Selznick revivals is announced for release on July 20. It is “The Moth,” starring Norma Talmadge, under the direction of Edward Jose. For some time Myron Selznick, vice-president in charge of production of the Selznick Corporation, has had his force of editors, title writers and cutters at work upon the negative making changes in the general style of the release to adapt it for use under thoroughly up-tothe-minute conditions. As “The Moth” stands now it is said to be a much stronger box-office attra:tion than it was when first released. New advertising matter, including posters, lobby display, press books, etc., have been provided. Next Roach Comedy “No Stop-Over” is the title selected for the forthcoming Hal Roach comedy which Pathe has scheduled for release during the week of July 24. “Snub” Pollard is the featured comedian and is assisted in his mirth-making by Marie Mosquini, “Sunshine Sambo,” and .the Hal Roach comedians. The action takes place in a railroad sta:ion and the chief elements of comedy are the tribulations of “Snub” and his wife trying to make the train for Long Beach. A lot of amusement is furnished by a couple of “slickers," whose specialty is the old-time shell-game.