Moving Picture World (Jan-Feb 1927)

February 19, 1927 MOVING PICTURE WORLD 543 Executives Meet Secretly To Talk Trade Paper Advertising May Slash Appropriations One Half, Though Now Lower Than in Many Years SECRET meetings of the advertising representatives of various film companies, called with the object of making a general reduction in trade paper advertising as yet have resulted in no definite plans. At the meeting held at the Astor, on Tuesday, there were said to have been some caustic comments on the fact that although the meetings were supposed to be entirely in camera, immediately thereafter, there seemed to be a rush to the telephones by some" of the participants to call up their favorite trade papers and inform them of all that had developed at the meeting. Filmdom Enjoys “Big Night” at Pathe Club Ball Dance and Diversions Please Gay Throng Though only six months old, the Pathe Club, composed of members of the Pathe Home Office, exchange and adjacent city office staffs, gave a ball in the Grand Ballroom of the Hotel Roosevelt, New York, on the evening of February 12 that brought together a brilliant and representative throng of film folk. Dancing was made easy by Vincent Lopez’ Orchestra, with the conductor in person at the baton; part of this program was broadcast through the Hotel Roosevelt station, WRNY. A program of entertainment between the dances of the early evening was provided through the indefatigable efforts of Rutgers Neilson, chairman of the entertainment committee, and his able aides. Mr. Neilson brought many acts of world-wide fame before the delighted crowd, many of them coming through the courtesy of E. F. Albee, direct from the stages of KeithAlbee theatres. A buffet lunch was served at midnight, and the taking of motion picture shots for Pathe Review, Pathe News, Screen Snapshots and Short Shots, together with the appearance of many notable stars of the screen, rounded out an evening that was voted “top notch.” Cupid in Kane Ranks Everyone at the Robert Kane studio has been so busy telling the public'about the three Kane pictures — “Convoy,” “High Hat” and “Broadway Nights” — that news of the personal affairs of the company has been neglected. For instance, the marriage of Miss Gertrude C. Logan of Rye, secretary to Robert Kane, and William Werner, general manager of the Kane Production Company, on January 12, is just announced. Miss Logan is a daughter of Mrs. Catherine Logan of Rye, and has been with the Kane unit since it was organized two years ago. Daughter Born to Nolans Warren Nolan of United Artists is rejoicing in the arrival of a baby daughter. Mrs. Nolan and child are doing well. Carting Coals Talk about carrying coals to Newcastle! J. D. Trop has just sold “The Black Bottom” to Africa. Note: This is a two reel picture called “The Black Bottom” which was produced by W. R. Wilkerson and is being distributed in the foreign territory by Capital Production Exporting Co., Inc. Ends Sales Trip Morris Safier, in charge of Warner Bros. Extended Run Productions, returns from trip throughout South and Southwest. Guild Finds Sunday Home The Film Arts Guild has leased the Times Square Theatre, New York, for Sunday showings. Its first program \jill -be on February an Two features will be presented — “The Dark Angel” and “Salome.” It also is negotiating for a Sunday lease of the Guild Theatre for a special program. Convention Date Set First National’s annual sales convention will be held at the company’s new studios at Burbank, California, May 20 to 23. Approximately 200 salesmen ana exchange managers will attend. “Roxy” Moves Offices S. L. Rothafel has moved his offices from 113 West 57th street. New York City, to the Roxy Theatre, 133 West 50th street. The meeting at the Astor, this week, was the third held so far. Another was held the previous week at the offices of one of the leading film companies. The previous one is said to have been held at the Biltmore. Just wh'y there should be all this secrecy about these conferences is not apparent. The ostensible object is to discuss and evolve some plan whereby the total trade paper advertising appropriation, now spread out thinly enough, may be still further reduced, although there yet has been found no basis on which they can all get together to limit or reduce it. At present, a slash of exactly one-half of the present appropriations, which are already lower than they have been for years, is said to be contemplated. In the reduced schedule the companies would keep their present proportion, and, we understand, no provision is made for expansion. The socalled smaller companies are to be kept small in their advertising. The contention rightly or wrongly is made (1) that there are too many trade papers and (2) that these papers depend too much on the business derived from the film advertising and make no effort to develop other income. The result of this, say the conferees, is that all the trade papers are so dependent on the support of a few of the larger companies that their value as advertising media and their authority and prestige in the industry is steadily decreasing. While all recognize the fact that the trade papers afford a means of more quickly reaching the trade, such as can be obtained in no other effective way at so low a cost, nevertheless, there seem to be some who would like to see the present trade press put out of business altogether, or at least, made into some sort of big house organ. Back of the present conferences, it will be recalled, was the recent talk of a merger of the trade press which came to nothing. Following that abortive attempt there were several meetings of the executives of the various film companies, first — it is said — at the offices of the Hays organization and later at one of the large hotels, and the advertising men of the various companies were directed to get together to work out a plan to cut overhead. The recent secret meetings of the advertising men is the result. As one man expressed it to the writer: “It reminds me of the old days of the Patents Co., of which we have all heard. I doubt, however, if they will get very far. Most of them don’t realize how much life the tradepress has. A fight is always healthy for both parties if not carried on too long, and this movement might be a blessing in disguise to, the tradepress.” The next meeting of the advertising conferees is scheduled for next Tuesday or Wednesday, the place to be named later this week. Waite Joins F. P. Stanley Waite, well known sales executive, has joined Famous Playerstasky. The former divisional sales manager for Pathe will be associated with George W. Weeks, who is in charge of sales of Paramount’s new short features department. In c o n j u n c tion with Mr. Weeks, Mr. Waite will organize the sales staff which will handle the company’s news reel, novelties and comedies. Distribution of this product will commence this fall. S. h. Rothafel signing for Warner Bros.’ productions at the new Roxy Theatre, the first of which will be “Wolf’s Clothing” as the second attraction. From right to left, Albert Warner, “Roxy,” Sam E. Morris and Sam Warner,