The Moving picture world (February 1920-March 1920)

March 6, 1920 THE MOVING PICTURE WORLD 1669 Republic Enlists George Ames to Form Sales Department for Short Subjects So important to the success of the motion picture theatre has the short reel become that Republic Pictures has instituted a special department to take care of this important factor in the distribution of pictures. Briton N. Busch, president of Republic Pictures, has engaged George Ames, who for sometime past has been connected with the Pathe exchange in Philadelphia, to come to New York and organize a special sales department for one and two reel pictures. Mr. Busch says: "The success we have had with one and two reel pictures, such as 'The Ghost of Slumber Mountain,' which by reason of its unique character was used in many theatres as a special feature irregardless of its length, and later with the Chaplin reissues, Prizma Natural Color Pictures, Kinograms and Chief William J. Flynn series of eight two-reel pictures in which Herbert Rawlinson is featured, has convinced me that thp one and two reel picture is as necessary to the success of the picture theatre as any feature of longer length. "The public demands that entertainment shall have the element of variety. Nothing drives patronage away so quickly as the deadly monotony of program that lacks pictures of contrasting character. The secret of the success of the B. F. Keith houses can be directly traced to the genius of E. F. Albee, who demands that the Keith theatres present programs in which no two acts are booked that are similar in character. May Influence Entire Program. "The same reasoning or psychology obtains in the picture theatre. Often a mediocre feature may be lifted out of a rut by surrounding it with one and two reel pictures. The one-reel picture can, because of its subject matter and treatment, be a bigger drawing card than a five or six reel feature that lacks the element of interest. "It will be our policy to give exhibitors a full list of productions irregardless of length so that they can book their shows from the one distributor, and thereby save quite an item in express charges which would result in the booking of a news reel from one company, an educational picture from another, a comedy from another and a feature from another company. Thus, by Republic Pictures distributing short as well long-length subjects, it will be quite a factor in helping the exhibitor to save a tidy sum of money during this season." Intluential People Join in Irdorsing "The Copperhead" 'T^HE ease with which "The CopperI head," the Paramount-Artcraft superspecial production, lends itself to exploitation along certain lines is vividly illustrated in reports from several cities playing this big picture in the territory of the Cincinnati exchange of Famous PlayersLasky Corporation. The exploitation department of that exchange seems to have had no trouble in securing the co-operation of the finest people and most influential interests in each city. The result has been engagements of unqualified financial success for exhibitors. . In Dayton, Ohio, a striking example of the splendid support which "The Copperhead" rallies to itself, is seen. W. K. Mathews, publicity man for Charles Cross' Columbia Theatre, secured whole-hearted support of the schools and patriotic organizations of Dayton. He arranged a special showing prior to the opening at which twenty-five leading citizens representing the schools, churches and patriotic organizations, were present. Mr. Mathews then proceeded to get statements from those present. He had these printed in full in the Dayton Journal as news matter. This has been done before, but Mathews did it so cleverly that the newspaper carried photographs of the citizens quoted. Schools and Clergy "Boosted", In Columbus, Ohio, "The Copperhead" secured the support of the schools, the American Legion and the clergy. In Shelbyville, Ind., it was made the center of the Lincoln Day celebration of Victory Post, No. 7, American Legion. The school superintendent dismissed school early so the children could see the picture on Lincoln's Birthday. A newspaper that had never given a moving picture a press notice, felt it a patriotic duty to boost "The Copperhead" and gave its first screen comment. Universal Current Event? Full of Interesting Topics INTERESTING scenes of the greeting of General Pershing at New Orleans, La., are shown in Universal Current Events No. 7. After delivering a brief but weighty talk on "America First," the General was presented with a gold membership card to the American Legion by Captain Newman, of that organization. Doctor Clemens Pirquet, the eminent European scientist who is said to have discovered a new serum with which to combat tuberculosis, is also seen on the reel. Other topics filmed are Frankfort, Germany, flooded by overflow; Princess Mary leads the British Girl Guides; Railroad Wrecks at Trussville, Ala., and Schneicemuel, Germany; Cuba's Welcome to the New British Minister; Rescuing Trawler from Davy Jones' Locker; New York Women Prepare for National Campaign; and Thrills for Society in Alpine Ice Racing. This issue also presents unique views of Kaiser Karl's palace converted into an American food kitchen. The home of the former ruler of Austria is now a headquarters for food for the needy. This reel also contains the following newsy items : Record Speed Made in Destroyer Test; The "Big Three" Clash with President Wilson ; World Ski Champions in Thrilling Carnival; Daflfy News; Hints on How to Keep Fit; Explosion on Ship Causes Spectacular Blaze; and the Great Earthquake in Southern Mexico. Chief among the interesting features presented in issue No. 7 of Hearst News is Paris' Welcome to the new President of France. Former Secietary of State Lansing is also shown at his desk in Washington and at the Peace Conference in France. Paramount Magazine Shows Evolution of the Photoplay ONE of the most interesting short subjects released in a long time is the current issue of Paramount Magazine which shows the evolution of the photoplay. A series of original slides by Alexander Black produced in 1894, which marked the humble beginnings of the present motion picture industry are reproduced, forming a subject of surpassing interest. Under the title of "Miss Jerry" the initial motion picture by Black was flashed on the screen by means of a gas projector Briton N. Busch President of Republic Pictures, going strong for "short stuff." iiiiiiiitiiMititiiiiiiiiriiiiiiiiiiiiiiiiiiiiiiriiiiiiiiiiiiiiniiimmiriiiiiiiir initi tiiiiiiimiiiiiiiiiiitiiiiiitiiiitiia which allowed each still to be exhibited for about five minutes. Each picture was dissolved into the one following, so that a complete sequence of action was maintained. The present issue of the Paramount Magazine shows about 16 of the original stills, about three feet of each having been taken and dissolved. Howard I. Young, editor of the Paramount Magazine has quoted Mr. Black saying "that the efTect is exactly the same as at the first performance of 'Miss Jerry'." By permission of Mr. Black these stills have been used for the opening examples in "The Evolution of the Picture Play." With the advancement of science the section shows more modern scenes, one of them being Grover Cleveland at his desk in the White House. The film in which this originally appeared was titled "Capital Courtship." Aeroplane Wind Machine Is Idea of Goldwyn Company PROBABLY for the first nime in the history of the motion picture, the aeroplane is to be used as a wind machine. This interesting departure in the use of the aeroplane is occasioned by the filming of Rex Beach's stocy, "The North Wind's Malice," which is now being made at Port Henry, on the shores of Lake Champlain New York. Last week. Rex Beach, Robert B. McIntyre, Goldwyn's eastern production manager, Carl Harbaugh and Paul Bern, codirectors, and a company of players left for Port Henry to take the exteriors. Accompanying the players were the fuselages of two Curtiss aeroplanes. These are equipped with motors of 90 horsepower, and are capable of developing 2,400 revolutions a minute. The machines are complete aeroplanes save for the wings. They are mounted on their own running gear, and will be operated by two mechanicians who traveled from the Curtiss Garden City plant with the machines. In "The North Wind's Malice," Rex Beach has created an allegorical figure of the North Wind in the form of a beautiful woman of Junoesque proportions. The continuity of the story, which Mr. Beach himself prepared, clothes this figure in fifty yards of chifTon. and the north wind blowing the material will suggest the destructive oower of the northern elements.