The Moving picture world (November 1925-December 1925)

114 M OV I .V r; PI CTL R L WORLD November 14, 1925 Zukor Disclaims Intention of Hampering Film Progress ADOLPH ZUKOR, president of Famous Players-Lasky Corporation, who by a vote of the Associated Motion Picture Advertisers ranks first in the Hst of the motion picture industry's twelve greatest men, was honor guest of that organization last week at its weekly luncheon at the Hofbrau House. In addressing the asssemblage Mr. Zukor said: "A good many things have been said and printed about me individually, some by men who do not know me, lots of it by men who do, but I am satisfied that some may be present here who will agree on one thing at least to their knowledge — that I have never deliberatly done anything that would hamper the progress of the motion picture. And I want you to know that the welfare of the motion picture is nearer and dearer to my heart than any financial gain. "When I first entered the picture business as an exhibitor my family had a circle of friends. When these friends of ours found out I was in the picture business, we would see little by little that these friends dropped away, and we did not receive their invitations to call on them, and they stopped calling on us. We did not know the reason, except we scented it was because I had entered the moving picture business, which, fifteen years ago, was somewhat degrading. I then remarked to Mrs. Zukor, 'Do not worry, moving pictures are all right, and some day these verj people who give us the go-by may be very glad to accept us.' And I am very thankful that moving pictures have made such strides that I and my family, and all of us here, can hold our heads up and be proud to be identified with screen entertainment. "I have tried to analyze just what elements -were responsible for bringing the moving picture before the public in the right light, and I cannot help but acknowledge that the men who have been in charge of the publicity and advertising of this industry are responsible for its prestige about 50-50 with the, producers who have tried to make worthwhile pictures. "I distinctly recall when I first started in the picture business in my humble way — just as I have continued during the last fifteen years — that it was considered bad ethics, or at least bad business, to mention the names of the people who appeared in the picture. When I began advertising the names of the players in my first pictures, people in the trade warned me that it was not good business. Well, it was good publicity and that publicity attracted the public. "Since then we have steadfastly advanced. We first advertised a number of pictures and a number of people collectively in the trade papers. Subsequently, we began to realize that if we focused our efforts on individual pictures with individual names therein, that we had a better opportunity to attract further attention. And not until three years after the Famous Players organization was in existence did we dare to advertise in the newspapers. And from that day to this — and I have never changed my mind on that — I believe that the men who are in charge of publicity, and the men who are in charge of advertising, and the newspapers, are just as important to the moving picture industry as are the men who make the pictures, or the players who play in the pictures. "I think the future success of the motion picture — and not one of us here can tell to what degree it will develop, though we may think and dream — depends upon how ably you men place before the public, truthfully and honestly, the things that your respective companies are undertaking to do. "You have to take each picture individually, you must exploit and advertise that picture consistently from the time it is started — from its very inception — until finally it goes over with the public and at the box office. I believe that newspaper advertising and publicity are going to play a greater part in the moving pictures than they have played in the past, "My thoughts, my methods and my desires are no different today than they were the day I undertook to make pictures. I rejoice with each individual in the industry, and with every corporation, that succeeds in making a creditable contribution to our business." MAJOR BOWES HONORED In honor of the sixth anniversary of the Capitol Theatre, New York, Major Eciward Bowes, managing director, was given a "surprise dinner" last week by his executive staff in the Yacht Room of the Hotel Astor. Those who were present to pay tribute to the Major in the sixth year of his directorate were David Mendoza, conductor of the Capitol Grand Orchestra; Eugene Ormandy and Max Herzberg, associate conductors; Dr. William Axt, in charge of composition and arrangements; Tommy Dowd, assistant to Major Bowes; Martha L. Wilchinski, Skouras Brothers to Run St. Louis Theatres Negotiations have been consummated between Skouras Brothers Enterprises and Famous Players-Lasky Corporation whereby the Missouri Theatre and the New Grand Central will be operated by Skouras Brothers Enterprises for the joint benefit of Skouras Brothers Enterprises and Famous Players Lasky Corporation. Upon completion of the new Ambassador Theatre now being built at Seventh and Locust Streets, the Ambassador theatre will be substituted for the New Grand Central. The management of this new enterprise will be entirely in the hands of Skouras Brothers. The theatres will have the benefit of Affiliation with the new theatre company organized by Famous Players-Lasky Corporation and Balaban & Katz Corporation and will participate in its national policies. A large sum of money will be expended upon the Missouri Theatre and when the alterations and new furnishings have been completed, the Missouri Theatre will hold its place as one of the finest theatres in the Middle West. Due to the types of theatres and the quality of attractions made possible by this new association, St. Louis will take its place in the first rank of amusement centers of Amer publicity director; Bessie Mack, advertising; Chester Hale, ballet master; Arthur Knorr, art director; Arthur Smith, chief projectionist; Yasha Bunchuk, solo cellist. A feature of the intimate dinner was the souvenirmenu which was arranged in the form of the theatre program, each course represented bj' a unit, characteristically named after a member of the staff. iTniii;iniiiin!itiiiii|iii!iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii:iiiiiii;ii:i]ti!iiiiiii:;ii:iiiiin^ Happy Choice^^ Says Cohen Of Seider Appointment SYDNEY S. COHEN, Chairman of the M. P. T. O. A. Board of Directors and prime mover in the building of the Play Date Bureau, commented on the appointment of Joseph M. Seider as Business Manager of the M. P. T. O. A. in the following statement: "The selection of Joseph M. Seider as Business Manager of the National Motion Picture Theatre Owners of America by the Administrative Conunittee is a most happy one and one which will meet with the approval of Independent theatre owners throughout the country. For my part, it is both a privilege and a pleasure to welcome Mr. Seider to this new field of endeavor for which, by reasoi. of his energy and talents be is so eminently fitted; a field which properly worked, as it will be, will relieve from a mass of detail those of us who have been daily wrestling with the problems confronting our fellow theatre owners. "Members of the Board of Directors of the M. P. T. O. A. (of which Mr. Seider is a member) who met in New York last week in conjunction with the Administrative Committee and the Play Date Bureau, heartily endorsed and enthusiastically approved Mr. Seider's intelligent handling of his duties as Chairman of the Contract Committee. To such wholehearted and approving endorsements, 1 feel 1 can add little more than to say that I feel that both Mr. Seider and the Motion Picture Theatre Owners of America are to be equally congratulated upon this new alliance." 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