Moving Picture World (Sep - Oct 1918)

1716 THE MOVING PICTURE WORLD September 21, 1918 WAR REWIEW GOES INTO VAUDEVILLE Pathe s \' ice-President Reel Film Has Heeii P PAUL BRUXET, vice-president and general manager of Pathe Exchange, Inc., announces that his organization, through F. C. Quimby, sales manager, has completed the largest contract for a one-reel film in the history of the motion picture industry. This was accomplished when negotiations finally were closed with J. J. Murdock, head of the L'nited Booking Offices, for placing the Official War Review in 3,000 vaudeville houses in the L'nited States. It is now almost a million-dollar booking. Thii country-wide field of exhibition and exploitation includes alike the modern palaces of vaudeville in tlie great cities and the modest houses in the small towns. The big circuits which have called into service all of their publicity and exploitation facilities arc the U. B. O.. Orpheum Circuit. Western Marcus Loew Circuit, William Fox Circuit, B. S. Moss Circuit, Ackerman & Harris. San Francisco; Pantages & Ht.dkins, Chicago; Interstate Circuit and the Gui Sun Circuit. .At this lime the s'eadily increasing returns jump by two or three thousand on each issue. The Pathe organization, through a carefully mapped out and minutely operated campaign, is confident that it will achieve a lOO per cent, national distribution, with the record of millions at the end of thr \e.ir A-* the figures stand now, only $3,000 additional weekly would bring the annual return up to a round million. When it is reiiit-nibcred that the first issue was rrIt.i^nl on July 1, only six weeks, the bijoking strength of "Official War k< view" becomes at once apparent. "This is the most gratifying demoi: stration of big business and big palrio'ism," said Mr. Brunei. "In placing this splendiil war feature we have met with the heartiest co-operation, which has been productive of almost immediate results. It demonstrates in one striking and unparalleled instance how both the motion picture industry and the amusrinent world are working together to give all possible ai<l to the Government in priiM-iut iiij; thr world war. Announces That Single laced in 3,()()() Theatres "The intention of Pathe Exchange, Inc.. is to have the "Official War Review' shown in every motion picture house in the country and in other places of a semi-public nature where motion pictures are utilized. This proposition is as unique as it is big, for it is a vital, educational propaganda and a tremendous commercial and industrial proposition." With the vaudeville houses alone Sales Manager Quimby is confident that within a very short time now the returns will be $50,000 a week, or an average of SJ.tiCKI.OOO a year. The "Official W ar Review," Mr. Brunet promises, will be the niost widely advertised of all one-reel features. One sheets will be put up in all buildings under the control of the Government —55.000 post offices, 56,000 railroad stations, telegraph offices, express offices, and it is apparent from the present careful canvass made of the cities the announcements will be in every municipal building. Herbert, Aletro Player, Has Heen Lonj; on Stage HI m-KltKlvl. \^lio li.i^ l.icn to play oppuMte Kthel • re in "Lady Frederick," lur iir\! .Mt!i.> production, comes from a purely theatrical lineage. His father. "" ' " rbcrt. was known throughout for he was in the minstrelsy ^ years. H. K. quite naturally, early in life. f'Ui.w td in his famous father's foot 1 the age of eight he was " I ! a minstrel stock coinpans ; then he joined a minstrel band His next change was to the Haverly's Minstrels, where be became a choir boy. I-'or some time a longing ha<l been grow uii the minstrelsy and become ^perean actor, and when the ity presented itself he joined a in the north of Knglan<l. Latc-r !.. . .11..-! to London to play Paul in Dioi .lilt's "The Octoroon." Ill rl>i-rt caiiu to this couiitrv with Billie Burke in "Mind the Paint Girl," and the next season appeared opposite Blanche Bates in "The Witness for the Defense." In 1917 he played the juvenile lead with William Faversham in "The Hawk," and in the fall of that year with Josephine N'ictor in Eugene Walter's "Just a Woman." The following year he had the lead in Barric's "The New Word." His time between seasons has been spent in pictures — with Thanhouser, with Alice Brady, and with Elsie Ferguson in "A Doll's House." Mr. Herbert was born in Dublin, Ireland, in 1882. He is six feet tall, has bliie eyes and light hair and weighs lti5 pounds. JACK COHN MAKES FLAG FILM. Jack Cohn, of the L'niversal, has started work on the production of a Liberty Loan film especially designed for the flag celebration that will be conducted during the Fourth Loan drive. The subject will depict the soldiers of all nations in the .Mlied cause in a spectacle advertising the various flags they are fighting for. .Arrangements are being made in cooperation with the Division of Associated Flags of the Loan Committee. The film will be released on the Screen Magazine program. In addition to this subject the three news pictorial divisions of Universal will make special efTorts to produce timely news and propaganda films in behalf of the Loan drive. New Keeney Studios To He Hroujfht Up to the Minute Till, iitw studios piiiihaM.-d by Frank A. Keeney at 3(tK-lJ East Forty-eighth street arc being fitted up with every modern convenience, and the Keeney forces will resume producti<m there in a very few days. It is probable the first picture to be made will star Catherine Calvert, who already has been featured in four Keeney productions. .\inong those recently engaged by Mr. Keeney is Dudley .Ayres, well known as a leading man in stock and also in other dramatic work. His maiden effort on the screen was in "The Uphill Path." 1"hose who have seen him in this i)ro William Farnum in "Rider* of the Purple Sage," Produced by Fox.