Moving Picture World (Nov-Dec 1927)

— November 5, 1927 MOVING PICTURE WORLD 29 Zierler Upholds Best Traditions Of Independents In New Pictures b T'V URING the recent trade conference one ;tj 1 of the exhibitor delegates remarked • during a speech that he played all the Independent pictures and found them more profitable than any others. Commenting on this point, Samuel Zierler, president of Excellent Pictures, this week said : “That was an interesting observation, but the fact on which it was founded rests on no other reason except the general high calibre of Independent production in this season. “In years past there used to be a good deal of propaganda to the Exhibitor that the Independent must be supported, but it never i; really took hold until the Independent producer : made the standard of his pictures such that they merited Exhibitor support, irrespective of label. The only reason Independents are receiving recognition this year is because their product deserves recognition. That’s the whole thing in a nutshell. Never try to sell something to a man at a price more than it is worth. Give a man value received and he is both your customer and friend. That is what Independent producers are doing and that is the reason they are making progress.” “The Nest” Attracts Attention ij Mr. Zierler based his opinion on the reception the pictures of his producing company have met at the hands of the distributors and exhibitors. The schedule started off with “The Nest,” produced and directed by Will Nigh and starring Pauline Frederick. “The Nest” has been received everywhere as a special ; all trade reports on it received at the offices of Excellent Pictures have been most glowing. It had the glamor of being a big stage-success and the concensus of opinion seems to be that as a photoplay it is even better than when William A. Brady sponsored it in the spoken drama on Broadway. Besides Miss Frederick, its cast includes Holmes Herbert, Reginald Sheffield, Thomas Holding, Ruth Dwyer, Wilfred Lucas and Jean Acker. “The Nest” originally was written for French presentation; it won for its author, Paul Geraldy, the coveted playwright’s prize-medal. Grace George saw it during a visit in Paris ; she became enamored .of it ; personally translated it into English and persuaded Mr. Brady to produce it in New York. From there to its picturization was the next and logical step. Several critics si have pronounced it Miss Frederick’s finest « accomplishment since “Madame X.” “Your Wife and Mine,” which followed “The :Nest” is a farcical drama, also rich in stars, Including Phyllis Haver, Barbara Tennant, Stuart Holmes and Wallace MacDonald. Frank O’Connor directed it. It has won lots 4 | of favor all over the country. It is all fun; U a rich, clean farce. if I "Broadway Madness” Pleases 1 I ( “Broadway Madness” almost too new to have ihad many reports come in on it, has pleased remarkably in the leading centers and judging from their reports it will win unusual success, at Marguerite de la Motte and Donald Keith are 'S j the principals. Both play their roles splendidly. hMiss de la Motte has received no end of congratulations from within the trade for her performance. A capital story to begin with and a fine cast to interpret it made “Broadway Madness” a “natural” from the start. The supporting cast includes Betty Hilburn, Mar garet Cloud, George Cowl, Louis Payne, Robert Dudley, Orral Humphreys, Thomas Ricketts. Changes galore have affected the motion picture industry since Sam Zierler turned his attention to pictures. He is classified as a pioneer in more ways than one. He led various vanguards, in several eras of films, and to buyers of independent pictures his name is associated with the finest business traditions. The success of Zierler is based upon known principles. He decides upon a story, usually with unerring skill, and when it comes to production, lie demands the best available talent in all of the various branches that are brought into play to produce that picture. He is a firm believer in advertising the things he has to sell, and he takes the theatre owners into his confidence at every turn of the road.