Moving Picture World (Sep 1916)

1808 THE MOVING PICTURE WORLD September 16, 1916 Greater Vitagraph Absorbs V-L-S-E Organization Big Distributing Concern Will Remain Intact and Will Handle All Releases from the Vitagraph Producing Companies — Policg Unchanged ALBERT E. SMITH, president of the Vitagraph Company, and Walter W. Irwin, general manager of the V-L-S-E, last week confirmed the purchase by the former company of the interests of the Lubin, Selig and Essanay companies in the V-L-S-E organization. In addition to outlining the plans of operation of the V-L-S-E as a part of the Greater Vitagraph, Mr. Smith's statement contains the intimation of even larger things to come. The absorption of the V-L-S-E by the Vitagraph interests, while actually in effect at the present time, so far as any additional releases of the Lubin, Selig and Essanay companies are concerned, technically does not become operative until September 16. The Lubin pictures which have been released through the V-L-S-E will remain on its program, although no new or additional Lubin features will be offered. Bookings on the Essanay and Selig pictures will continue up to September 16. It is stated authoritatively that the amalgamation of the V-L-S-E and the Vitagraph Company will in no way affect the personnel of the distributing organization. The executive staff will remain the same, and the branch offices in the twenty-three cities with their complement of Big Four representatives will continue intact. For the present, and up to at least the first of October, there will be released one feature per week. After that it is probable there will be offered two features per week, and in addition thereto sufficient shorter product to enable an exhibitor to obtain an entire day's service. It is stated, however, that this will be determined entirely on the basis of merit. In -other words, if it is found possible to release two pictures a week measuring up to the superior standard which has been set by the Vitagraph, then the service will be eight productions a month. If, however, it is found that the high degree of merit determined upon might be in any way impaired, the service will be limited to four productions a month. Another announcement of importance is that there will be instituted a widespread national advertising campaign to augment the value of the Vitagraph's already extensive reputation and well-known trade-mark, and to create for Vitagraph pictures the maximum consumer demand. Discussing the Vitagraph's purchase of the interests of the other three companies, which have made up the Big Four, Mr. Smith said: Vitagraph has acquired the V-L-S-E and several important producing organizations to be operated absolutely under its control because it is convinced that the best interests of exhibitors and of itself can be served only by having all of its activities, selling as well as producing, concentrated under one management. The moving picture industry has grown too big, and the standard of the screen has advanced too far, for a producer to work in combination with other independent producers in the distribution of his product. Such a co-operative arrangement handicaps him, not only in the standardization of his product and in his advertising and selling service to his patrons, but also interposes a barrier between the most direct and sensitive responses to the exhibitors' needs. When it was determined, some time ago, to increase the Vitagraph capitalization to .$25,000,000, in order that we might insure the highest •degree of merit for every one of our productions, we automatically 'determined at the same time to have our own distributing department in order that we might keep in the closest and most constant touch with the pulse of the public and the demand of exhibitors, and that we might be free to shape our roars,' to the best advantage of all concerned. V-L-S-E was the natural selection for such a distribution organizaion. In tho seventeen months of its existence it made unparalleled progress In scrive to exhibitors and in the confidence and good will which it had gained from the trade as a whole. In transferring it as a department of Greater Vitagraph, we at the same time enlarge the scope of the V-L-S-E's possibilities for service and make it possible for that organization to do many things which it has long sought to do but which were manifestly impractical when it was acting as the selling agent of four Independent concerns. Wo have pledged to the representatives of the V-L-S-E, who now become Vitagraph representatives; that they will have the strongest offerings to present to exhibitors that have ever been placed in the bands of any film salesman that they will have pictures that are virtually self-selling, and that therefore thoy will be able to give the maximum of time to aiding their clients in making the most of these splendid productions. Wo shnll also be In a position to see to it. and exhibitors may be assured that we will see to it, that all advertising and selling helps and other mediums by which we may render the greatest possible service to tho exhibitor, will be provided : that releases will be made on schedule time, and that all shipments will be sufficiently in ndvnnce — in short, that no step will be overlooked that will make for the maximum efficiency and the utmost commercial harmony. To realize that the most important partner in the moving picture business is the exhibitor and that success is primarily dependent upon how closely allied he is with the manufacturer. It is this close and constant contact which has been sought in the absorption of the V-L-S-E by the Vitagraph Company — a contact that will make more intimate our knowledge of the needs of the exhibitor in order that we, as a producer, may co-operate to an even greater degree. We believe that it will mark a new era in the motion picture industry, and that it will promote a degree of prosperity for exhibitors and for ourselves such as has never before been attained. General Manager Walter W. Irwin of the V-L-S-E in discussing the amalgamation said: Greater Vitagraph means greater V-L-S-E. The V-L-S-E remains intact — the same offices, the same personnel. It is geared to do big things, spurred to greater efforts by the knowledge it has back of it, and is a part of one of the world's most substantial and pre-eminent business institutions. Furthermore, it will now be possible for us to focus and concentrate the energies which were formerly divided in advancing the interests of four companies upon promoting the maximum results for the patrons of one organization, an organization controlling its entire service from script to screen. In other words, the only result to the V-L-S-E of this change will be that by virtually becoming a department of the Vitagrapht Company we multiply our possibilities of service, because we will be in constant touch with the producer, so that we will be able to make suggestions, and to eliminate any and all difficulties which are in any way a handicap to our patrons. To the broadening of the principles of commercial equity which the V-L-S-E has always espoused, and the multiplication of our service to the exhibitor there will be added one of the most widespread and efficient national advertising campaigns ever instituted by any company in any field. We enter upon this amalgamation, therefore, not only with the unbounding confidence and enthusiasm for our owu selves, but • for what we shall be able to do for the many exhibitors with whom we have come into such friendly touch and for the large number of others whom we hope it is to be our privilege to serve. FIGHT FILMS AGAIN BARRED. Court Rejects Rephotographed Willard-Johnson Pictures. Judge Augustus N. Hand in the Federal District Court, Friday, Sept. 1, refused a motion of the Pantomimic Corporation to restrain Collector Malone from seizing the film of the Willard-Johnson fight in Havana. The company, when forbidden to bring in the original film, had a duplicate made, the rephotographing of the original being made across the Canadian border line near Rouse's Point, N. Y. The admission of the duplicate was then sought on the ground that the secondary film did not violate the law prohibiting the sending by mail or express of prize fight films. In his decision Judge Hand held that the rephotographing was an attempt to evade the statute. The argument that this process did not amount to bringing in the picture from Canada is met, Judge Hand said, by the unquestioned fact that a pictorial image, though not a physical object, was in Canada and is now in New York and that its presence here was caused by the traveling of rays of light starting in Canada and passing through a lens on the New York side, which gives a rceord representation here. So he believes this reason enough to deny the motion to restrain the Collector. "CIVILIZATION" MOVES TO PARK THEATER. "Civilization" moves from the Criterion theater to the Park theater at Columbus Circle. Sunday, September 10. This is necessitated by a prior contract entered into before Klaw & Erlanger realized that "Civilization" would be as strong an attraction in its sixteenth week as it was in its first. However, owing to the splendid transportation facilities at Columbus Circle, the Park theater is an ideal location for the great Ince spectacle "Civilization." The same splendid equipment, now being used at the Criterion theater, will be transferred to the Park and installed by B. F. Porter, the expert who perfected the projection at the Criterion theater for Mr. Ince. HARRY FOX GIVES LUNCHEON. Harry Fox, leading player in the International Film Service serial "Beatrice Fairfax," gave a luncheon at Wallack's restaurant, New York, Thursday, August 31, to the members of the trade press. The collation was sumptuous and the diners did ample iustice thereto. Those present were Harry Fox, Earl Gulick." W. W. lohnston. Basil Dickey, Theodore Wharton, E. B. Hatrick. Wid Gunning, James Beecroft, Wen Milligan, Charles Condon, Tim Million, A. L. Haase, Fred Beecroft. T. E. MacBride, j. K. Burger. Peter Milne, A. H. Shirk, T. E. Oliphant. Manny Chappelle, J. I. Greene, Mr. Kracht. T. C. Dietrich.