The Moving picture world (November 1925-December 1925)

December 5, 1925 MOVING PICTURE WORLD 455 "U'' Serial Experts Outline New Production Policies A COMPREHENSIVE outline of Universal's serial production plans has just been received by Fred J. McConnell, sales manager for short product for Universal, from William Lord Wright, head of the serial department at Universal City. "Wright is the best serial man on the Coast," says McConnell, "and his ideas on the modern serial are outstanding. At the head of our West Coast serial production, he is putting the right stuff into our chaptered pictures and is making them of maximum value as educational assets as well as box-office successes. His production policies are based largely on the assumption that serials are not only for children, but for grown-ups as well." Wright's comment on serials is as follows: "The serial picture," says Wright, "as regards the more mature movie fans, is much the same as the circus. The children are only a means to the end. Parents, uncles, aunts and older brothers and sisters use the children as an excuse to follow the thrilling episodes of a serial picture. They enjoy it, but won't admit it. "Many of the big feature pictures are nothing more or less than glorified serials," continued Wright, "costing more, but with no greater attention paid to detail than is given the serial. Serials are slowly but steadily gaining in public favor. There might have been a slump for a time, but this has passed. Universal's belief not only in the growing popularity of the serial picture, but also in its educative value, is shown by the program it has mapped out. We will make six serials the coming year and perhaps eight. "More money is now being spent on serials than heretofore, not only as regards cost of production, but also as regards price paid for stories and casts. Historical atmosphere is being sought for more and more and some of the best writers of the country have contributed their efforts to Universal's coming program. Another thing, serials are being given more comedy relief, which appeals not only to the children, but also to the grown-ups. The successful serial must be clean above everything else. In considering stories,tha t is Universals first thought. Then it must have novelty and enough of a plot to make it interest susstaining for ten weeks, and that is what we are getting now. "The serial is, I think, the most difficult feature of motion picture work. Where it treats of historical matters it must follow his tory closely. Writers of serials must know their technique and directors must display more resourcefulness than in any other brand of pic tures. Getting back to the serial and grownups, the serial is reaching out and replacing the hold that juvenile literature once had on the childrens' elders. Many a tired business and professional man has been known to seek relief from his worries through the medium of books that he once read as a child. Now he is seeking that same relief from the serial picture. "Take 'Perils of the Wild,' one of Universal's recent releases. It is a screen adaptation of the famous 'Swiss Family Robinson.' It is reported as drawing as many older persons as it does children. This, I think, is the first serial showing boys working in adventure. Four youngsters have prominent parts in it. Children like to see those of their own age going through adventures on the screen, and the grown-ups get much the same feeling out of it. for it takes them back to the days when they had visualized themselves in these roles. "The present day serial can be made of wonderful educative value and that is what Universal is striving for. We are now finishing such pictures. One is 'Strings of Steel' and the other is 'The Radio Detective.' The former is a thrilling and romantic story of the invention and development of the telephone. Before we began to make that picture we secured the co-operation of the Bell System. We were given access to their museum in New York City, and from the data secured there and from veterans still in the service, we have produced an historical picture that will be instructive and interesting to all ages. " 'The Radio Detective' is based on Arthur B. Reeve's story of the same name. Everything touching on the radio that appears in this picture iwas first passed on by radio authorities. Boy Scouts play an important part in it, and here, as well as through the radio feature, is something that certainly appeals to others than children. While the serial has been described as a 'children's picture,' it is a safe bet that father and mother, uncle and aunt, and elder brother and sister are glad to be able to see one even though they do hide behind the excuse 'the children like it.' " Enlarges Gag Department Gags, the life of all fun film, are to be given more consideration by at least one comedy producing concern in the film capital. Joe Rock recently organized a gag scenario department and he has three of screenland's greatest humorists turning out funny situations for his Standard and Blue Ribbon productions. In "A Peaceful Riot" and "All Tied Up," two of Rock's most recent fun films, picture audiences will see tangible evidence of the success of a gag department. You ought to play at least one AllComedy Program in Laugh Month. 'CAPS" THE CLIMAX— Three "topping" mews of Lloyd Hamilton, maker of Educational-Hamilton comedies. And have an extra comedy on every bill. Book your Laugh Month comedies NOW from these great series of laugh-makers —and tell your patrons about it. LUPINO LANE COMEDIKS HAMILTON COMEDIES BOBBY VERNON COMEDIES WALTER HIERS COMEDIES JIMMIE ADAMS COMEDIES MERMAID COMEDIES (Jack White Production'^' TUXEDO COMEDIES CHRISTIE COMEDIES JUVENILE COMEDIES CAMEO COMEDIES -THE SPICE OFTHE PROGRAM ^ EDUCATIONAL FILM EXCHANGES, Inc.