Moving Picture World (Jan - Feb 1919)

1014 THE MOVING PICTURE WORLD February 22, 1919 TELLS PLANS OF PEARSON PHOTOPLAYS Star in Eight Pictures a Year, with High Class Stories and Fine Casts, Says President Meyer IN the new offices at 112 West Fortysecond street, New York, into which the Virginia Pearson Photoplays, Inc., have just moved, Louis Meyer, president of the company, and Walter R. Price, general manager, outlined the plans and policy of the company. Mr. Meyer explained that during the coming vear this company will produce eight features, and while Miss Pearson will be the star in each, it is not the purpose of the company to center activities upon the star alone, but in each production to observe the trinity of star, story and cast combined with excellence of production, as important factors of successful motion pictures. Mr. Mever points to the fact in illustrating his policy that the first production, which is being filmed at the Thanhouser Studios in New Rochelle, under the direction of John B. O'Brien, director general of the company, is "The Bishop's Emeralds," an adaptation of Houghton Townley's popular novel of the same title. The cast includes, in addition to Miss Pearson, Sheldon Lewis, Robert Broderick, Lucy Fox, Frank Kingslev, Walter Newman and Marcia Harris, "all of whom have important roles, and attention is called to the fact that in one of the strongest scenes the star does not appear. Four Stories Already Selected. The first four stories already have been selected and work will be started within a short time on the second picture. The productions will all be clean societv plavs or strong dramas, in which Miss "Pearson will get entirely away from the "vamp" roles in which she has previously appeared and be presented in more sympathetic characterizations. The stories will not all follow the same line, but will be varied in types. Mr. Meyer further stated that Miss Pearson's work in the initial production will be a revelation to her many admirers, as also will be the acting of Sheldon Lewis, who appears in a straight role entirely unlike the various types of "serial villains" and heavies in which he has been seen for a number of years. Further attention was called by Mr. Mever to the fact that Virginia Pearson Photoplays, Inc., is not a stock selling proposition, but is a close corporation, the entire stock being concentrated in the possession of a few persons, a portion being held by himself and his brother. Paul, the two of whom for a number of years successfully have conducted the Theatre Magazine. Mr. Meyer states that the corporation is soundly financed and in position to make the entire series of eight pictures without depending on the disposal of one or two before commencing the others. Promise Sound Business Methods. There are no high salaried officers, and the same sound business policies will be followed as have been employed in the management of their magazine, and which, in fact, form the basis of all successful commercial enterprises. It is Mr. Meyer's contention that there is no reason why a motion picture undertaking which to be successful must sell its product to the public should not be conducted along the same general lines as have been employed in the building up of high class business enterprises. Mr. Price, who warmly seconded Mr. Meyer in these statements, was formerly associated with the sales organi zation of Select Pictures, and prior to that was for a number of years identified with large commercial organizations. Both Mr. Meyer and Mr. Price reiterated that it will be the policy of the company at all times to keep the exhibitor and public in view, and to spare no expense in the production of high class features which will result in giving not only the greatest value to exhibitors for a minimum of outlay, but will also please and satisfy their audiences. SEWELL. ELIMINATION OF RENTAL TAX SOUGHT N. A. M. P. I. Waging Campaign to Have Additional Impost on Industry Stricken from Revenue Bill THE motion picture industry has taken off its coat, rolled up its sleeves and is ready to fight to the last ditch for the elimination of the 5 per cent, film rental tax from the Revenue Bill as it was reported to the Senate and House of Representatives by the Conference Committee. Even though the bill has been reported with the intention of forcing its pass-' age as it now stands within a. day or two has not dampened the ardor of the motion picture industry in its attempt to have section 905 eliminated from the measure. This is the section which contains the unjust and iniquitous five per cent, film rental tax. Officials and representatives of the National Association of the Motion Picture Industry who instituted the campaign for the elimination of this provision from the bill only two weeks ago, were in Washington last week, and it is their intention to follow the plan of campaign as that which has been instituted by the Newspaper and Periodical Owners' Association in regard to the postal zone tax for second class mail matter and the association of the retail merchants of the United States for the elimination of the semi-luxury tax. It is expected that resolutions will be introduced into Congress immediately after the Revenue Bill is passed calling for the elimination of the sections covering these two latter forms of taxation. A resolution will be introduced at the same time calling for the elimination of section 90S containing the five per cent, rental tax. Although this action on the part of the National Association relative to the introduction of this resolution is not being planned in co-operation with these two trades nevertheless it will be introduced co-incident with them so that it will receive the benefit of all the agitation that will be focused on the members of the House and Senate at that time. The campaign which is being carried on by the National Association is under the active direction of Walter W. Irwin, chairman of the executive committee as well as chairman of the distributors' division. of the Universal exchange managers in the Central States district will gather, with A. A. Schmidt, divisional manager, and Mr. Schnitzer for a sales conference. Influenza Comes to an End in San Francisco Territory THE influenza epidemic has come to an abrupt end in the territory covered by San Francisco film exchanges and most picture houses are again in operation. The wearing of gauze masks has been done away with and people are again flocking to amusement places. In this city the business of the downtown houses is almost normal again, while steady gains are being made in the suburban theatres. Film salesmen who have covered the country territory of late declare that in many places exhibitors are enjoying a phenomenal run of business and that facilities are taxed to care for the crowds seeking amusement. At Hanford, where theatres were closed for three months, business commenced with a rush as soon as the houses were reopened. From Fresno have come similar reports. Theatres are again open at Stockton where exhibitors attempted in vain to secure an injunction against the closing ordinance, and all is serene there once again. Harry Levey to Make Address. Harry Levey, manager of the Universal industrial department, will address the Cleveland Ad Club Feb. 28, on the subject "The New Art of Industrial Pictures" according to word from Cleveland. Mr. Levey, on several previous business trips, has spoken before different advertising clubs and has awakened considerable interest in the subject of industrial pictures. Mr. Levy will illustrate his talk with pictures made by his department for some of the leading manufacturers of the countrv. Schnitzer to Tour Country. Joseph I. Schnitzer, general sales manager of Universal exchanges, will leave New York February 18 for a tour of the country in the interest of Universal Special Attractions and short reel dramas. Mr. Schnitzer first will go from New York direct to Cleveland, where all Latest Edith Roberts Film Named. "A Taste of Life" is the permanent title given the latest Edith Roberts Universal film. One of the last stories written by Paul West, who recently died in Paris, the Roberts' play was produced under the tentative title "When Cherries Are Ripe." Jack Dillon produced the film and in support of Miss Roberts are "Smiling" Billy Mason, George Hernandez, May Emory and Harry Todd. The film is scheduled for release on March 3.