The Moving picture world (May 1920-June 1920)

June 26, 1920 THE MOVING PICTURE WORLD 1725 Movie Magnate and Parliament Member Believes England Can Make Photoplays Suitable for World-Wide Exploitation FRANCE for wines, Germany for dyes, England for battleships and America for photoplays. Charles Frederick Higham, Member of Parliament, foremost advertising expert in Great Britain and managing director of the Alliance Film Producing Corporation of London, declares that in America is vested premiership in photoplay production. For nearly an hour Mr. Higham chatted with trade newspapermen who had assembled in the Higham apartments in the Hotel Claridge on invitation of Leon J. Rubenstein. It seems that in the earlier days "Ruby" had met C. Goodman when Mr. Goodman was in America buying films — years ago — and when Mr. Higham decided to make a trip to the United States this spring he brought Mr. Goodman along. Man of many attainments is Mr. Higham; exhibitor of films in Kent is Mr. Goodman. Nobody knows but what there was a cribbage championship lying between Higham and Goodman that could not be settled save on long sessions — but these matters were not discussed at the Claridge. Nevertheless and however, Goodman got in touch with "Ruby" and "Ruby" got in touch with the trade papers and Now Comes the Whys and Wherefores. The Alliance Film Corporation was created by Mr. Higham as a result of his experience in the service of England as a propagandist during the war. He sits in Paraliement as representative of South Islington (London) and, with one exception, is the only representative of film interests in that ancient and honorable assemblage. But being an "M. P." rests as lightly upon Mr. Higham as does the fact that he is the leading advertising expert in Great Britain. Just where he found so nice a Palm Beach suit for $35 as encased his active frame was a source of secret longing for information on the part of one fat man who listened while Mr. Higham ran along with the details of his adventures in filmdom. He said not a harsh word about the competition Americans in England were setting upon in the film line; he parried some rather personal questions that were fired in his direction by some of the trade paper boys; answered nine phone calls, said "Pussyfoot" Johnson was a "dead one" in England, quited two men who called upon him and were draped upon the couch next to the M. P. and soothed into submission, told of his brother, who is a naturalized citizen of America in exile over on the Jersey shore, and said England had to make photoplays the "American way" or be distanced in the competition for trade in England's own colonies as well as on the Biritish Isles. Rocked in the Cradle of Americanism. "When I was fourteen years of age," said Mr. Higham, "my parents brought our family to New York and here I lived until I was thirty years old. I here learned the advertising business in every possible angle and detail I could acquire. "Going bac'^ to England to establish myself in the advertising business, I was told by Selfridge (the American department store magnate) that I was so far ahead of the times that my methods would not ap By WALTER K. HILL ^iiMipiiriiiiiinii[iiiiitiiriiiiiiiiiiiiiiitiiiiioiiininiiiniriiiiiiiiiiiiiiriiiiiiiiiiiiiiiiiiiiiiiiiiHiiiiirriii)iriHiriiiiiiiriMiiiiiM i Busy Days in America for j I an English M. P. Who Is j I Likewise "M. P." Magnate | HIS years, from 14 to 30, were spent | in America. Possibly that was | = when Charles Frederick Higham 1 1 absorbed the "pep" that has made him | I a leader in trade and politics when he | I returned to his native land. | I Back in "the States" for a brief visit | I the Honorable Mr. Higham, movie mag 1 1 nate and member of the British House ' | I of Parliament, reeled off a few such un | I usual achievements as: | I Reporting the Republican National | I Convention for the London Evening 1 I Standard; | I Preaching in All Souls Unitarian 1 I Church, Indianapolis, on the subject: i I "What Is God Thinking About It?"; \ I As Foreign Vice-President of the | 1 Associated Advertising Clubs of the | I World represented Great Britain at the 1 I Indianapolis Convention, June 6-10; | I Offered the freedom and co-operation | I of the .'VUiance Film Company's London | 1 studio and organization to President | I Woodrow Wilson for the production of | 1 the one great picture that would cm | 1 body that great leader's ideas on ad i I vancement in civilization and interna | I tional cohesion; | I Closed a contract with James D. Wil 1 I Hams for First National to distribute, | I in this country, Alliance film produc | i tions; i I Talked to New York's financial \ 1 leaders, bought a nifty Palm Beach suit 1 1 and 1 1 DID NOT VISIT THE LOS ANGELES 1 I FILM COLONY. | Charles Frederick Higham. Member of I'ar) ianieii t .inij manaBinp; director of .Mliance Film Corporalion of Ijondon, ply to England. So I learned the advertising business all over again." Here is a good place to say that Mr. Higham is now the leading expert in advertising and the largest handler of advertising in England. He sailed for America May 15 and starts home from Boston June 23, carrying with him C. Goodman, cribbage champion of the Atlantic Ocean and leaving behind Leon J. Rubenstein to mark his subsequent coming once more to our shores. From Propagandist to Producer. "When I was a propagandist for the Government during the war," said Mr. Higham, "I learned to my amazement that Australia, Canada, India and other English colonies were being almost exclusively entertained by American films. England's children overseas were being taught American ways, styles, manners, scenery, customs— -and American slang in the titles. "To me it was perfectly clear that unless we brought them English stories filmed by English players in English scenery, Piccadilly would mean no more to them than a road in Iceland. Brighton and Margate would be forgotten in the scenes taken at Coney Island and Coronado Beach. Kew Gardens, Epping Forest and the Strand would only be words printed in news or stories, and the lanes, moors, gardens and lakes of Old England would come to them only as traditions unless Englishmen realized how thoroughly America was covering a subject that for education, enlightenment and helpful propaganda purposes is the greatest medium civilization has ever developed." Parenthetically it might better be said that only the sense of what Mr. Higham said is to be read into these lines. Far be it from the present purpose to attempt any literal quotation of his remarks — the "remembering" is too tough in hot weather. The Organization of Alliance. "Looking about in search of the reason why England was not making more films I discovered," continued Mr. Higham, "that all that was needed was money and technical skill — that money could buy. Because of the agreement that exhibitors will not engage in film production or producers becoming exhibitors the studio of the London Film Company was open to lease. "We formed the Alliance Corporation with a million sterling capital ($5,000,000) and sold half of the stock to the public. Then we began production, and our first picture, with the alluring title, 'A Holiday Husband,' will soon be ready for release. We have arranged with First National to distribute our product over here, and have an offer from Walturdaw Ltd., to handle the output elsewhere throughout the world. English Stories True to Life. "Our corporation also owns control of the British Actors Film Association, an organization of actors and actresses who are financed to make photoplays from the artistic viewpoint of the professional player. The product of this concern is issued on a basis of guaranteed profit and the pictures they turn out are the best in England." Mr. Higham went on to say that American methods of production would be ap