The Moving picture world (November 1922-December 1922)

162 MOVING PICTURE WORLD November 11, 1922 Big Star and Director Invasion Proof Independents 'Have Arrived' — Lesser "The indi-peiident ])roducer and distributor has at last arrived." Emphatic in his claim that theindependent had finally attained what he had aspired to reach years ago, Irving Lesser, eastern manager of Principal Pictures Corporation, which will this month release two specials, the Irving Cumniings feature, "Chicago Sal'' with Alice Lake, Milton Sills and an all-star cast, and Elinor Glyn'> "The World's a Stage" with Dorothy Phillips, issued a statement this week commenting on trade conditions as his special representatives and he had found them, following an exhaustive study and investigation that spread over a period of three months. Mr. Lesser's statement is the first of its sort given out and covers the independent market from every angle. Mr. Lesser is one of the best known distributors in the business. .Associated with him in Principal Pictures Corporation, which maintains distributing quarters in Los Angeles and in New York, a studio on the Coast, are Sol Lesser, who is president, and Michael Rosenberg, who is in charge of production. This firm intends operating in the independent market on a lavish scale and are lining up some of the foremost exchanges in the country to handle their product, a complete announcement of which will be made next week. The first two releases will be "Chicago .Sal" and "The World's a Stage." Mr. Lesser's statement in full follows: "Competition li;is brought into this industry a gronp of liard worliing Imsiness mm and produ<'ers who have sained for the independpnts that exhibitor confideiu'o and patronage for which the trade had been fighting for a great number of years. The independent marl<et has reaehed its goal, and it is now a contending factor that national companies can not and indeed are not overlooking. "Today independent producers are seeking established stars. Conditions have been reversed. Years ago it was the national distributor who sought new talent from independents: today we find a much changed situation. Independent producers are seeking players with established box-offlct prices: they are seeking names appreciative of the demand of exhibitors for some popular player's prestige. .\nd price or salary, or whatever else may enter into the question, furnish no obstacle, for independents are seemingly desirous of getting the proper material. "Take our case, for example: we have signed Dorothy Phillips, who for several years has been starring in pictures released through national distributing companies. When Elinor Glyn'a story was purchased at a price that would dazzle the trade be cause of Its enormity, we looked around for a suitable star to feature. We had before us some notable facts concerning the wants of exhibitors, and we realized the fact that to get a player who was well known price was no ob,1ect. We landed Miss Phillips and induced her to sign a contract. But we are not the only independent producers who are doing this: there are others. But I cite our case merely to emphasize the sincerity of independents to give the theatre owners what they want. "But the star is not the only thing. The storv is of vital importance. And indenendents are turning out pictures based on popular stories written by well-known authors. Production value is also being carefully considered from ever_\' aiigli* and. to sulislantiate tills, wo liavc liut to refer to some of I he < nrrc'nt big independent releases. "I'ictures nf (lualit.v are not comnion in tlie independent market. Personally, speaking fcir Principal Pictures Corpnralinn. I will say tliat this organization will Cdiicentrate all efforts on turning out pictures that meet witli exhibitor approval. M'e have allied ourselves with tlie foremost exchanges of the cmiiitrv anil through these we will release our product. .Michael Rosenberg is on the Coast supervising our production activities, which will be doubled by the first of the year when we will inaugurate our program of releasing qualit.v productions at delinite intervals. "The crisis through which the motion picture ill general passed during I he past two yi'iirs has indeed workeil wonders for the independents. It completely reversed the attitude of exhibitors toward independent producers and their product. Prior to the reconstruction period that followed the signing of the armistice at the close of the World War. exhibitors, when visited by salesmen for a so-called independent exchange, figured that he was selling some product that the supposedly 'big distributing companies' had turned down. This proved an obstacle that handicapped the trade from the very outset. The exhibitor was prejudiced. "Then came the change. It was slow, but effective. The irresponsibles were driven out of business, for they could not survive the strain resultant from the industrial depression that prevailed throughout the country. Exchangemen reinforced themselves, and soon producers found it to their advantage to produce for I he so-called independent exchanges. The producers spared nothing in getling the proper material, with the result that productions that marveled the industry in general soon were being turned out. "This situation prompted the exhibitor to sit up and take notice. Our pictures are in demand and salesmen working out of these leading exchanges are cordially received bv exhibitors who have come to realize the Importance of our productions. Ex changemen have written In saying that exhibitors want big pictures and are paying accordingly for them. In many cases independent productions have been sold at greater prices than those paid for nationallv distributed features. We have won exhibitor confidence and deservedly so. too." Exhibitors Seek Personal Appearances That Entertain Stars contemplating inaking personal appearances, and there never was such a big demand for them among exhibitors, should bear in mind that the public is demanding something entertaining; that is, the theatregoers who attend such performances are best satisfied by being surprised. And experience, reports from exhibitors show, indicates that a novelty act, such as the enactment of some scene from the picture, or singing or even a little dancing furnish the best entertainment. The public seemingly is tired out of the stereotyped "studio talks and experience." They read the fan papers and from them seemirigly get all the studio information they want to digest. ducer-director-actors in the business. He still enjoys a wonderful following and exchanges releasing O'Day and Ford pictures should not hesitate in making arrangements for the appearances of these stars in their territories. They can be reached care of Independent Editor, Moving Picture World. 510 Fifth Avenue, New York. Mary Anderson, star of Ivan Abramson's "Wlldness of Youth," completed one of the best moneymaking weeks ever experienced by the management of the Strand, Newark, N. J. Miss Anderson appeared in person and gave a splendid performance. Her magnetic personality, plus an entertaining chat and a clever exploitation campaign, kept the spa cious Strand Theatre crowded at every show. She will appear at other showings of the picture in the Metropolitan section. BufFalo Live News of the Independents BLFFAl.O. — (Special). — "Whafg Wrong With the Women?" will be the first attraction which Harry Marsey. of Niagara Pictures Corporation, will present at his series of Sunday picture shows at the Criterion Theatre, which he has leased for Sundays only during the winter. Mr. Marsey announces that he is about to close a deal whereby Niagara will get the western New York distribution rights on a super-special. Niagara is now handling the Second National product and has just obtained J. B. Warner in "Below the Dead Line" and Fritzle Uidgeway in "The Branded Man.'' Mr. Marsey now has "Uncle Tom's Cabin" out as a road show making the towns. Charles Husband, formjirly manager of the Family Theatre In Albion, and Ralph Man. formerly with MacMy and Paramount, are now members of the Niagara sales staff. Margery Wilson returned to New York this week following a tour of New England. While in New England she appeared in conjunction with her own production. "Insinuation. " She booked the picture herself. In fact, she attended to all the details. She is in New York making distribution arrangements for the picture, as she is anxious to be back on the Coast for the holidays. After the latter she contemplates resuming her personal appearances. The Johnn.y Hines engagement in Boston, Mass.. at the Olympla Theatre recently in conjunction with th:^ world premiere showing of "Sure Fire Flint." was a record breaker, and Sam Moscow, manager of the Moscow Exchange there, who Is handling the New England distribution of the feature. Is besieged with offers from ex hibltors who want to book Johnny for a personal appearance. Hines was featured at the Victoria In Phila delphia last week. The C. C. Burr feature, "Sure Fire Flint." also i.^. showing there. The Monday business was a turn-away affair, with several new records set. A certain Eastern exhibitor this past week communicated a recordbreaking offer to Lon Chaney to make a personal appearance at his house, but previous engagements prevented that star from accepting the proposition. Edward Earic and others who appeared in "Streets of New York." the new Arrow special which Burton King produced, will personally be present at the initial showing of that feature at the State Theatre, Jersey City, on Monday. There is a probability that Sheldon Lewis, who is at present working on Arrow's new .Tames Oliver Curwood picture. ".Jacqueline." and 'Virginia Pearson, who is appearing in the first .■Amalgamated Exchange production being made at the New Rochelle studio, will combine their efforts for the purpose of filling in several picture house engagements. Harry L. Berkowitz. manager of the now Graphic Exchange in the Warner Building. Is getting along famously with his new ofBce and Is booking many of his pictures in local houses. Among the theatres that have signed up to date are the Maxine, Capitol, Rivoli. Plaza. Variety, all the General Theatre Corporation houses and manv others. Mr. Berkowitz is being assisted at the exchange bv his brother. .Tack, who was with Elk In New York for the past five years. Pop Berliner, formerly with Universal. Hallmark. Merit and other companieni '« a new salesman for Graphic, .Tiisl iio« Mr. Berkowitz is planning a big drive on Chic Sales in "His Nibs." He is also handling the Richard Talinadge features. In commenting on his success In Buffalo. Mr. Berkowitz savs that he is enthusiastic over the way he is being received In spite of thefact that he is unacquainted In the territory. Jackie Coogan. star of "Oliver Twist." will personally appear at several important engagements of that picture, according to announcement made this week by Harry Wilson Syd Samson, of Grand & North, announces the acquisition of "Only a Shop Girl" and "Shadows" for distribution In this end of the Slate. Syd says that seldom has any picture brought so many requests for screening from exhibitors as "Shadowsj" Immediately after she has completed work on the picture In which she is now appearing, and which will be distributed independent through the independent exchanges associated with Amalgamated Film Exchanges of America, Inc.. Mrs. Rodolph Valentino Mean Acker) will resume her personal appearances. She may appear in conjunction with the showings of the first Amalgamated production, although nothing definite Is known now. Arrow Lands Two New Features Announcement was made this week that Attow Film Corporation had acquired two new features. One of them is "The Little Red Schoolhouse," based on Hal Reid's play. John G. Adoiphi will direct this feature. He directed Georges Carpentier in "The Wonder Man." The other is "High Speed Lee." a society drama made bv .Aflantii Productions, featuring Reed Howes. Miss Rosalind Fuller piny* opposite him. Peggy O'Day and Francis Ford will both be in the East shortly for the purpose of jointly appearing in person In conjunction with the exhibition of their features. Mr. Ford Is one ol the best known and best liked pro Producers Security Gets Carleton Film Lloyd Carleton this week closed negotiations with Ricord Gradwcll. of Producers' Security Corporation, for the release by the latter firm of his latest production, the title of which has not' been disclosed. Mr. Carleton arrived here from the coast last week. Just how the picture will be distributed has not been yet announced, however.