The Moving picture world (January 1924-February 1924)

552 MOVING PICTURE WORLD February 16, 1924 Saunders Defends Stability of Industry Before Bankers THE January, 1924, issue of the Bankers Magazine contains an article by Richard VV. Saunders, comptroller of the Famous Players-Lasky Corporation, and formerly cashier of the National Bank of Commerce of New York, on "Motion Pictures and the Banker." Profusely illustrated with views of various Paramount studio units and scenes from Cecil B. DeMille*s "Ten Commandments," this article undertakes to convince the investing public that the motion picture industry is here to stay, that it is substantial as a basis for credit, and that its accounting methods do show the true condition of any specific company. "The investments in studios, laboratories, distribution exchanges and motion picture theatres aggregate well over the billion-dollar mark, and place the industry, as far as invested capital is concerned, eighth in the great business enterprises of the country," Mr. Saunders writes. He refutes assertions that the public is gradually losing interest in pictures and that the radio is in part responsible, pointing out that "man is a gregarious animal, and we seek the larger number of our amusements where other people enjoy them with us." The industry, he feels, has hardly begun to show what it can do. In amplifying this point Mr. Saunders notes that the field of education has hardly been touched, "the great improvement so far having been along the lines of feature plays." "The production and distribution parts of the business are those where credit lines will most likely be needed, while the third great division — that of exhibition — is more a matter of real estate investment than one calling for a bank credit line," he says. Then Mr. Saunders discusses "the doctrine of averages." This means that, "in striving for the public taste, it is practically impossible to show a complete list of successes." At one time it was considered that, "if one show out of five was successful, a theatrical producer M&P I M| "...■:-•.->• ,t.;v RICHARD W. SAUNDERS Comptroller of Famous Players-Lasky Corp. could still make money ; but the average is now about one out of three." A small company, he claims, therefore is at a disadvantage because "it cannot readily absorb the lower values of its less successful theatres." Answering the public jealousy of salaries paid directors and stars, Mr. Saunders points out that the law of supply and demand obtains in this business as well as in any other. The obsession many people have that, without training, they can qualify as actors and actresses, he disposes of effectively. A large part of the article is devoted to explaining the modus operandi of production and distribution, and he interprets for the lay mind the meaning of "negative cost" and "residual value." A chart illustrates new accounting methods devised by the committee on banking procedure and finance of the Motion Picture Producers & Distributors of America, Inc. Fox Changes Title New John Gilbert Production Is Named "A Man's Mate" "A Man's Mate" has been selected as the title for the latest John Gilbert star series feature which is now in production at the William Fox West Coast studios. The working title of this picture was "The Apache." Edmund Mortimer is directing the production from the story and scenario by Charles Kenyon. Renee Adoree will be seen as the new leading woman for John Gilbert. The others in the cast are: Noble Johnson, Wilfred North, Thomas Mills, James Neill, John Giddings and Patterson Dial. Arrange Firemen's Bill When the William Fox feature, "Cupid's Fireman," starring Charles Jones, was booked by the Isis Theatre, Denver, Colo., the management arranged for an all-firemen's bill. In addition to the feature, the William Fox Imperial Comedy, "Arabia's Last Alarm," was used and also the added attraction of a prologue by the Denver Firemen's Quartet. The money obtained from the appearance of the quartet was donated by them to the relief fund of the Denver Firemen's Protective Association. F. B. O.'s Coast at Top Speed J I. SCHNITZER, vice-president of the Film Booking Offices, returned recent• ly to New York from the Coast, buoyant with optimism for the entire film industry's outlook for 1924. Mr. Schnitzer, who went to the West Coast two months ago to speed up F. B. O.'s production activities, said: "Every inch of available space on our lot is in actual use. The rush of activity has increased in the last few weeks. When other producers temporarily closed their studios F. B. O. enlarged their production program, so that we are now ahead of all others by the proverbial mile. "Emory Johnson at this moment is shooting some of the big scenes of 'Swords and Plowshares,' under the auspices of the U. S. government at the Presidio in San Francisco. The new Johnson attraction will not be a war picture; the scenes of warfare will serve merely as a dramatic background for a certain phase of the story. Johnnie Walker and Mary Carr, the joint stars, are at the Army reservation with Johnson. "Mai St. Clair and his 'Telephone Girl' company are already on the fifth episode of the new Witwer series which are now appearing in the Cosmopolitan Magazine," Schnitzer added. "George O'Hara, who will be remembered lor his good work in the Fighting Blood,' will soon start work on his first starring vehicle. The story, as yet untitled, was written by F. C. M illhauser. It will be directed by Al Santell, who recently gave the industry that pleasing mystery comedy drama. 'Lights Out.' "Chester Bennett will soon start a new Jane Novak in what Mr. Bennett predicts will be even a better production than 'The Lullaby,' the Novak production now rolling up big grosses throughout the country and winning the praise of critics everywhere. Plant Operating , Says Schnitzer "Productions that have so firmly made F. B. O. the dominant showmen of the film industry, such as 'The Mailman,' 'The Third Alarm' and 'Human Wreckage,' will be the keynote of our production policy," he declared. "Exploitation possibilities will be worked into all of our pictures, every production being made primarily for their boxoffice appeal and adaptability to practical methods of showmanship." Among the many independent producers now operating on the F. B. O. lot are William Seiter, working on "Listen L-ester" for the Sacramento Pictures Corporation. Scotty Dunlap, director-producer, is busy on a new picture with an all-star cast including Mildred Harris and Robert Fraser. Carlos attractions are beginning a new feature starring Richard Talmadge. Making the F. B. O. studios the busiest in Hollywood. Riesenfeld to Chicago Hugo Riesenfeld, who arranged the musical score for "The Ten Commandments," will go to Chicago to conduct the opening performances of the film next week. The Chicago run is scheduled to begin February 11 at the Woods Theatre. Books "Lullaby" Chester Bennett's new production, "The Lullaby," starring Jane Novak and which has received commendatory reviews from the trade and daily press, has been booked by the Rothschild interests of San Francisco for early exhibition, according to Art Schmidt, F. B. O.'s West Coast supervisor of sales.