The Moving picture world (April 1922)

April 22, 1922 MOVING PICTURE WORLD 833 Manufacturers Hear About Industrials; Cohen Claims Circulation of 2,250,000 PRODUCERS of industrial motion pictures on April 11 were afforded an opportunity to tell the manufacturers of the country how they could 1 elp them to advertise their products on the screen at a conference held by the National Association of Manufacturers in Washington, D. C, to consider the advertising of American products, both at home and abroad, by means of films. "The purpose of the meeting," said A. C. Morrison, of New York, in opening the conference, "is to bring about a meeting of minds as to ways and means of putting before the public and our customers the intimate facts regarding the industrial propositions, industrial progress and the industrial supremacy of the United States." What the government is doing at the present time with motion pictures was explained briefly by H. Foster Bain, of the Bureau of Mines ; Dr. Julius Klein, director of the Bureau of Foreign and Domestic Commerce, and J. C. Blanchard, of the Reclamation Service. "The impression made by American moving pictures in behalf of American merchandise abroad is already very considerable, but that impression is thus far almost entirely an unconscious one," declared Dr. Klein. "During the war there developed a tremendous export of American films, which increased out of all proportion to that of almost any other line of our exports. The result of this was almost immediately a stimulation in the demand for American merchandise." The first of the moving picture men to speak was M. J. Cohen, representing the Exhibitors' Fund, of Los Angeles. Mr. Cohen explained the fund, which was organized about a year ago for the purpose of producing and distributing industrial films. Under his plan the films are shown in theatres as a part of the regular program, on a profit sharing basis. The organization, he asserted, already has 1 358 theatres which are giving a circulation of 2,167,000 to these films, and he promised to secure for any national advertiser a circulation of at least 2,250,000. He explained the division made of the money charged the advertiser, of which the Exhibitor's Fund is given a certain proportion for handling the contract and agreed percentages are paid the producer, the exchange and the exhibitor. Experiences from the other side were told by C. F. Batholts, of the General Electric Company, who has been producing industrial films for some years for his organization. The films last year were seen by nearly 3,000,000 people. H. E. Hancock, of the Fox Film Corporation, advised the manufacturers that his company is nearly ready to enter upon the production of industrial films. The same organization which has made Fox features will be devoted to this work and contracts will be taken to produce industrial films anywhere in the world. Clement Driscoll, former police commissioner of New York City, urged that producers devote themselves more to producing films depicting life and events in our great industries, which he declared contain as much heart interest as any production now being released. The formation of a committee from among the film men present, which would prepare a program of moving picture advertising and submit it to the organization, was suggested by D. D. Rothacker, of the Rothacker Film Manufacturing Company. Discussion Gets Heated Much of the time was devoted to arguments between Mr. Cohen, of the Exhibitors' Fund, and other distributors of commercial pictures and Morton F. Leopold moving picture expert of the Department of Commerce as to who could offer the best distribution. The government through the Department of Commerce, the Bureau of Mines and its other agencies, makes no pretense to circulating commercial films in this country other than among state and county fairs, Y. M. C. A. branches, colleges, civic organizations and similar channels. It was the contention of Mr. Cohen and the other commercial distributors that such circulation was not of value to the manufacturer and that they could secure showings of advertising films in some 1,400 theatres throughout the country. As a matter of fact, the meeting was primarily a moving picture men's gathering, as members of that industry outnumbered the manufacturers present by more than two to one. As the debate between the commercial distributors and the government representatives became more heated, most of those manufacturers present took the opportunity to leave. After digesting the day's discussion of the subject, it is the intention of the National Manufacturers' Association to appoint a committee which will look into the question thoroughly and at a later date make a report in which will be embodied a proposed program. Arbuckle Acquitted WITH the vindication of Roscoe "Fatty" Arbuckle by a San Francisco jury, which on Wednesday, April 12, returned a verdict of acquittal in the Virginia Rappe case, representative film men expressed this week the belief that the public would reinstate the comedian. The acquittal of Arbuckle did not come as a surprise to the film men either in New York or on the Coast and the verdict was characterized as "just and fair" by not only film executives, but by representative attorneys and business men and women's club officials, throughout the country. A special despatch to Moving Picture World from its San Francisco correspondent said that Arbuckle was deeply affected by the verdict. One of the jurors issued the following statement: "Acquittal for Roscoe Arbuckle is not enough. We feel that a great injustice has been done him. We feel also that it was only our plain duty to give him this exoneration, under the evidence, for there was not the slightest proof, adduced to connect him in any way in the commission of a crime." The prosecuting attorney also praised the jury that exonerated Arbuckle, saying that "the jury was an intelligent one and did its duty admirably." Even newspapers that hastened to indict those mentioned in the case had to admit the folly and absurdly unjust policy they pursued. Many of the greatest newspapers of the country commented editorially on the verdict, congratulating Arbuckle. tL A(}°}Ph ?ukor' President of Famous Players-Lasky Corporation, issued the following statement: "Mr. Arbuckle will not act for the present. He will rest for some months, I understand. As to his future activity in motion pictures it may be said to depend on the attitude of his public. If he finds that the people of the United States still demand his work it will no doubt be regarded as a sign that he is absolved of guilt in connection with the unfortunate episode just closed. ,u"?°^far as Mr Arbuckle's relations with us are concerned, I may sav that they are entirely friendly and that we will release one of his pictures within the next thirty days for the purpose of gauging public sentiment If the picture meets with a favorable reception we will release others In short, our attitude is the same as that of Mr. Arbuckle We will not force the p1Ctures, but will supply them if the demand