The Moving picture world (November 1925-December 1925)

November 14, 1925 MOVING PICTURE WORLD 147 Universal Arranges Short Subject List to Aid Exhibitors in Selecting Programs UNIVERSAL is definitely in the front ranks of the short product field this Fall. All along the line, vast improvements have been made in the quality of short product entertainment put out by the Universal studios and the releases scheduled have been arranged with an eye to the best interests of the theatre owner. The releases are not only suitable for the exhibitor who is supplementing his long feature with carefully chosen comedies or other shorts, but the grouping of Universal short product has been made to fit the man who runs all short product programs. The weekly short product releases of Universal, in themselves, make an ideal short product program for any house. They include a one-reel Bluebird comedy, the International Newsreel, a two-reel Century Comedy, an Adventure Picture of two-reel chapters, and a dramatic Mustang Picture or two-reel westerrl — eight strong reels of selected entertainment. From time to time, these releases are supplemented by a special release, such as The Gump Comedies, two reels each, or "Little Red Riding Hood," a Century special, recently issued. In the Adventure Picture field. Universal promises to outstrip all past efforts. Universal's Adventure Pictures are ten-chapter serials, and are being made this year as a result of a new policy in serial production. This policy is based on the selection of stories and subject matter for serials which will admit of national tie-ups and exploitation. They are based on American history, famous books or interesting inventions. The Universal schedule for 1925-1926 includes six Adventure Pictures, made with popular stars and directed by men of topnotch rating in the serial production field. For sales purposes, the pictures are known as The Lucky Six. In the order of their release they are "Perils of the Wild," made with Jack Mower, Joe Bonomo and Margaret Quimby, now being released; "The Ace of Spades," starring William Desmond, just beginning its release period; "The Scarlet Streak," starring Jack Daugherty, for release beginning Dec. 21st; "The Winking Idol," with William Desmond, for release February 22nd; "The Radio Detective," starring Jack Daugherty, supported by Margaret Quimby, for release April 28th, 1926, and "Strings of Steel," for release beginning June 28th, 1926. "Perils of the Wild" is based on the famous story, "Swiss Family Robinson." "The Ace of Spades" is built around the great landrush days of early Oklahoma history. "The Scarlet Streak" is based upon the famous Death Ray invention now current in the news. "The Winking Idol" tells of the mysteries and treasures of the Aztecs, in a story written by Charles E. Van Loan. "The Radio Detective,"' written by Arthur B. Reeve, is a story of the famous scientific detective, Craig Kennedy, and his work with the Boy Scouts in solving mysteries by radio. "Strings of Steel," written by Philip Hurn, is a story of the pioneering days of the telephone. The Century Film Corporation, producers of Century Comedies, is making a great ad By FRED J. McCONNELL Sales Manager of Short Subjects. vance in its forthcoming product. In planning *he 1925-1926 comedies, Julius and Abe Stern, the officials of the Century company, took several radical steps. In the first place, following a long and careful survey of the comedy field, they determined to make outstanding improvements in stories, in studio facilities, in production personnel and in the quality of the players and supporting casts. "Another innovation in Century Comedies, is the distinct grouping of the season's output into Star Series ; the pictures made by each star, such as Wanda Wiley, Edna Marian and others, to be considered as a separate brand of pictures. This was decided upon when returns early this year conclusively proved that Miss Wiley and Miss Marian had built up for themselves a strong clientiele and that their comedies, as such, were in unusual demand. Thus, the Star Series plan is expected to be of great advantage to exhibitors, by reason of the fact that the Century Stars have individual box-office values in different theatres. A t'hird Century innovation is the acquisition of the screen rights for a novelty series of two-reel comedies — the Buster Brown Comedies — being made from the celebrated newspaper cartoon comic by the noted artist, R. F. Outcault. The Century Company is making these pictures as straight comedies, not as animated cartoons. The result is a high class brand of two-reelers which already have won a place for themselves on the first-run screens, although only two of the series have been completed so far. In the new Gumps, Universal has an excellent comedy series for the 1925-1926 mark. A series of twelve of these tworeelers is projected, to be released one picture a month. Joe Murphy, the living image of Andy Gump, plays the leading role.' Fay Tincher is seen as Min. These pictures are being made with especial care and cost in production. When Universal found how well the first series was going over, the new series was planned to be an even better box-office bet. These comedies are crashing into the first-run houses all over the country and are reported to be exceptional successes. They are being produced at Universal City by Sam Van Ronkel for Universal release. The first CHARLIE CHAPLIN in "A Dog's Life ' Released Nov, 22 Pafhepicture of the new series, "Andy's Lion Tale" was released October 26. The second, "Chester's Donkey Party," will come along November 30. In its one-reel comedy product. Universal has made great strides in the past few months. This brand is known as the Bluebird Comedy series, and the one-a-week releases are made with popular comedians and built around logical and interesting stories. Thre stars are used, Charles Puflfy, Arthur Lake and Neely Edwards. Charles Puffy is the internationally known fat-man comedian brought over to this country from Europe b}' Carl Laemmle. His comedies are proving to be excellent sellers. Universal reports. Arthur Lake is the original youngster in Universal's popular Sweet Sixteen Comedies, based on juvenile love and other experiences of the first-long-pants age. This series of Sweet Sixteen Comedies is being continued with Lake for release under the Bluebird brand. Neely Edwards, one of the most popular comedians on the screen, has just returned to Universal to make fun-films for this onereel schedule also. Universal's Mustang Pictures, the 2-reel western brand, remain as the outstanding short product release in the entire screen world. Universal long has featured these two-reelers. Such western stars as Harry Carey, Hoot Gibson, William Desmond, Art Acord and other popular cowboys, got their start in Universal westerns. This year, however. Universal has enlarged its two-reel western department and promises an unusual output. In the first place, a new galaxy of western stars have been acquired. Among them are Edmund Cobb, Fred Humes, Jack Mower, Ben Corbett and Petey Holmes. Most of these men are graduates of Universal famous band of Ranch Riders, the hardriding, straight shooting bunch of horsemen who have made Universal western features stand apart from other pictures of the cowboy days. A corps of expert western directors has been engaged for these tworeelers. Among them are Vin Moore, V. Nordlingcr and William Wyler. These two-reelers are being produced so that they can bear the brunt of a short product program in any theatre, or can bolster up a weak feature. Universal reports that hundreds of theatres throughout the country are using Mustang Pictures as features, along with comedies and a serial. One of the special scries to be put out in the Mustang release schedule this year will be a succession of pictures made from W. C. Tuttle's famous Magpie stories of magazine fame. Ben Corbett and Petey Holmes are to be featured in this series. Universal short product also will contain an improved series of International Newsreel releases, twice a week. Edgar B. Hatrick, general manager of the International Newsreel Corporation, announces that the International Newsreel not only will be better in quality during the coming months, but also that additional facilities and plans have been perfected to increase International's service to exhibitors.