Moving Picture World (Apr 1916)

630 THE MOVING PICTURE WORLD April 22, 1916 Starfilms, Ltd., in Canada Marks Advance in Motion Picture Development in the Dominion — A. H. Sawyer in Charge. CANADA has generally been considered by residents of the States to be a practically undeveloped field for motion pictures, and until a few months ago very little serious consideration was given to that territory. During the past few months, however, most of the large companies have opened offices in different parts of the Dominion, to different grades of success. Early in October, 1915, Metro pictures had their first showing in Canada, opening at the Imperial theater in Montreal, one of Canada's leading theaters. In conjunction with the showing of the Metro pictures, Yalli Yalli, one of the Metro stars, appeared in person. This proved such a decided novelty to Canadian moving picture patrons that arrangements were made whereby a Metro star appears about once a month in theaters showing Metro pictures. The result has been that Metro now is the leading program in Canada, numbering among its patrons the leading theaters in every section of the Dominion. This success was brought about by the Starfilms, Ltd., a million-dollar company, organized and financed by prominent Montreal business men. Although the company has been in existence less than six months, it has opened offices in Montreal, Toronto, St. Johns. N. B., Winnipeg. Calgary and Vancouver. The policy of the company has been. "Pictures Plus Publicity." and the wonderful results achieved have proved the wisdom of the policy. Since Yalli's appearance in theaters showing Metro. Mme. Petrova and Mary Miles Minter have appeared to great success, and this week Francis X. Bushman, Beverly Bayne, Helen Dunbar and Robert Cummings appeared to packed houses in four cities. The great success of Starfilms, Ltd., has been due in a large measure to the efforts of V 11. Sawyer, who h.is been general manager since November last. He has installed many new and original ideas and has put in force several advertising schemes that have brought big results. Mr. Sawyer has always been known in the film trade . re- sive advertiser and he has carried out this plan in Canada to great success. The main office of the Starfilms, Ltd., is in Montreal. Canada, in the Starfilms Building on Phillips Square, a prominent location facing Montreal' main street. TWO large Btl have been remodeled into one big office floor. < Kit the front of the big show windows i an electric si^n. 44 feel long by (» feel in height, and across it make a wonderful display. On this sign are Bashed the names of the stars and pictures released during the current week The reception office are all finished in mahogany and. they are all open, with low rail fences, the effect it bigness. In the back part of the west side of the building are the shipping and booking department I >n the side, in the front, i the general man Sice, with an exhibitors' rest room connected In -this room are kept the late-t numbers of the trade m and a pher is located to be of service to exhibitors. In the rear of the east side is located the projection room, which is a model of its kind and one of the best fitted in the Dominion. The room is fifty feet long and fifteen feet wide. A beautiful stage setting has been installed at the north end, with a Gold Radium screen, in front of which is a fountain and a beautiful floral effect on lattice work. To the right of the projection room is located the publicity department. A two-machine booth, equipped with the latest improvements, adjoined by a revising and film examining room, completes the equipment of the ground floor. In the basement is a big poster department and workroom. The entire equipment is complete and is a silent commentary on the methods of the Starfilms, Ltd. In addition to handling Metro, this company also books other high-class special features and is always in the market for good features. The company is now booking "The Spoilers," "The Heart of Maryland," "The Tigress," "Beulah" and "Tillie's Punctured Romance." Arthur Brisbane Changes His Mind Famous Editor Declares the Motion Picture in History Will Equal the Discovery of Printing Press. TO celebrate the tenth anniversary of his entrance into the theater business Marcus Loew was on Sunday, April 9, the guest at a complimentary dinner in the Astor. The occasion was notable not only for the large number of theatrical men present to do honor to Mr. Loew, but also by reason of the speech of Arthur Brisbane, who puts himself in the category of wise men by notably changing his mind. Mr. Brisbane, it will be recalled, a few weeks a a public gathering, made some unexpected remarks about motion pictures in general, one of these being so mething to the effect that the motion picture thrived on account of the stupidity of the human race. Mr. Brisbane delivered what he stated was his first prepared speech. He said in part: "The moving picture will give immortality to the genius and the grace of the great actors. The moving picture within tWO or three years and perhaps this year will b( atest weapon in political fights. The moving picture is destined to be what the newspaper should be, and will possess power that the newspaper cannot match an entertainment, a relaxation, an education, a political weapon |o protect the It is the only possible method of reaching the human mind directly and effectively, regardless of that mind's Intellectual training. "The moving picture in history will equal the discovery of the printing press." All of which is good to read. It demonstrates that Mr. Brisbane is really big, that he is pol afraid to change his attitude when he is shown his former position was one that could not be justified by the facts. Arthur James, chairman of the publication committee of the Board of Trade, before which Mr. Brisbane made his now famous Bpeech, will probably take pains to sec that the storv >>f the regeneration of editor is duly filed along with the mountain of clippings that flowed from the first add' Reception Office and Projection Room of Starfilms, Ltd., Montreal, Que.