Moving Picture World (Jul 1916)

640 THE MOVING PICTURE WORLD July 22, 1916 Many Changes in That Universal Program New Schedule of Release Dates and a Rearrangement of BrandsMany Interesting Subjects THE new arrangement of the Universal program goes into effect during the week of July 17. After a correspondence with all the Universal Exchanges, Morris Pivar, head of the Universal Program Department, has found that the majority of exchanges are in favor uf identifying certain types of subjects with various brands, rather than identifying the stars with these brands, which has been the practice in the past. In the program for the week of July 17, as given below, it will be noticed that the following changes have been affected: The Tuesday Victor takes the place of the former Imp. The Wednesday Laemmle takes the place of the former Victor. The Thursday Victor takes the place of the former Laemmle. The Friday Rex takes the place of the former Victor. The Saturday Laemmle takes the place of the former Powers. The Sunday Imp takes the place of the former Laemmle. A five-reeler will be released under the Red Feather brand' each week thereafter. On July 17 Flora Parker DeHaven. wife of Carter DeHaven, will be featured in "The Seekers," a five-reel drama, in accordance with this policy. The Nestor brand hereafter will stand for parlor comedies and on the same day that "The Seekers" is released Eddie Lyons and Lee Moran will break up the game in "Kill the Umpire," a Nestor comedy of the parlor and the diamond. Each week hereafter there will be released a three-reeler under the Gold Seal brand and the first of these will be put on the market on Julv 18. The title of this picture is "The Crystal's Warning," a three-reel mystery drama in which Hobart Henley, Sydelf Dowling and Sidney Bracy are featured. The Victor brand will henceforth be synonymous for comedies or comedy dramas and on July 18 Violet Mersereau and William Garwood will appear in the first of these Victors, entitled "The Gentle Art of Burglary." On July 19 Mary Fuller, who is still at the Universal's Fort Lee studios, will star in "The Garden of Shadows," a two-reel society drama. This will be released under the Laemmle brand, which hereafter will symbolize refined society dramas. On the same date Billie Ritchie will cavort about on the top of an eighteen-story building in "A Bold, Bad Breeze," an L-Ko slap sticker. Universal Animated Weekly No. 29 will be released on the same day. Pat Rooney in "The Belle and the Bell Hop," a two-reeJ Victor comedy, heads the bill on Thursday, July 20, and is followed by King Baggot :jn "His Own Story," a Big L) sea drama. Under the Big U brand rural, costume, sea, light western and juvenile dramas will be released in future. In accordance with the new program arrangement by which novelties, such as cartoons, manikins, juvenile comedies and educationals will be released under the Powers brand, "The Devil Dancers of India," one of the Dorsey educational features, will be given out over the exchange counters on July 20. Herbert Rawlinson with Agnes Vernon is featured in 'rLee Blount Goes Home," a two reel Imp under-world drama, on July 21. Melodramas, detective, mystery and under-world dramas hereafter will be released by the Universal under the Imp brand. On the same day Allen Hollubar and Ruth Stonehouse will be seen in "The 'Phone Message," a Rex society drama. All refined society dramas will be released hereafter under the Rex brand. July 21 will also see the release of the Nestor comedy scream, "The Come On," in which Matt Moore and Jane Gail take the leads. Western, mountain, Indian, railroad and animal dramas hereafter will be released under the Bison brand, and the first of these, "A Midwinter Madness," a two-reel northwestern snow picture featuring Dorothy Phillips, will be sent out on July 22. On the same day G. Raymond Nye and Roberta Wilson will appear in "A Social Slave," a Laemmle society drama. The day's program will close with William Franey and Gale Henry in the Joker comedy, "She Was Some Vampire." Hereafter slap-stick comedies will be released under the Joker and L-Ko brands. On July 23 the feature will be "Branscombe's Pal," a tworeel society drama which will be released under the Re brand. On the same day Billie Armstrong and Louise Orth will play the part of funmakers in "Spring Fever," a time L-Ko release. The twelfth two-reel episode of "The Adventures of Peg o' the Ring" featuring Grace Cunard and Francis Ford will be released during the week of July 17. On Tuly 31, Carter De Haven will be seen in the five-reel Red Feather. "From Broadway to a Throne," and on July 24 Hobart Henlev will star in "Temptation and the Man," another Red Feather five-reeler. Pathe Fashion Film to Have Wide Publicity Co-Operative Publicity to be Given these Releases by Leading Newspapers and Department Stores THE most beautiful fashions ever seen in America shown at the same time in leading newspapers, leading department stores and leading moving picture theaters, will result from a decision just made by J. A. Berst, vice-president and general manager of Pathe Exchange, Inc. Fashion films will be produced by Pathe under the personal supervision of Miss Florence Rose, the country's famous fashion expert, formerly editor L'Art de la Mode and editor of the fashion pages of the New York Evening Mail and the New York Globe. The first release in one reel will be seen publicly the week beginning August 7 and new pictures will be shown every two weeks thereafter. Leading newspapers will, every day for twelve days in advance of release date, publish the fashions to be shown on the screens in each release. Later, the garments will be on sale in the stores. This means that the women of America can first see them in the newspapers, then on the screen, and later at their own denartment store. The title of the first reel is "A Day With ;i Society Girl," which shows her from the time she wakes up in the morning until she leaves the Charitv Bazaar that night. Twelve of the most beautiful girls in New York will be shown in 30 of the very latest creations ranging from boudoir caps and night gowns to the latest style in evening dresses and a feature of the release is a famous scene at the Englewood Golf Club. The picture presents in advance what the most fashionable women will wear in September, October and November. I' will show thousands of dollars' worth of furs, shoes, hat etc. The following list of newspapers merely marks a beginning. Additional ones are being signed in large numbers: Chicago Daily News, St. Paul News, Minneapolis News, Omaha News. Louisville Times, Pittsburgh Dispatch. Buffalo Enquirer, Baltimore American, Boston Traveller, Syracuse Post-Standard. Utica Observer and Cleveland News. These are something entirely new in fashion pictures. In the past, fashion films have shown the creations of Paris and Fifth avenue solely. Never have they shown the fashions for the American women of East, West, North and South. The Florence Rose pictures will show the new fashions that the women in your city, whatever it may be, will wear. This is the first time an attempt has been made to show the womeit of the countrv. months in advance, the clothes they will be wearing during the coming season. The first release will present some of New York's latest fall fashions. A prettv story will be woven into each reel to increase the interest of the audience. This means that by the time the fashion reels reach the smaller cities the pictures will still be of unusual interest because they will show what the women there will be wearing at that time.