Moving Picture World (Jul - Aug 1918)

July 27, 1918 THE MOVING PICTURE WORLD 561 Laemmle Goes After Summer Closers Universal Executive Making Determined Effort to Reach Every Exhibitor Who Shuts Down in Warm Weaither. A NATIONWIDE campaign urging exhibitors to keep their theaters open during the summer months has been inaugurated by the Universal Film Manufacturing Company. Conducted under the supervision of Carl Laemmle, a determined effort is being made to reach every exhibitor who in years past has made a practice of closing his doors with the coming of the first warm days and only throwing them open once more after Labor Day. It is Universal's claim that every man who shuts his theater for the summer gives aid and comfort to the enemies of this industry. These ill-wishers of moving pictures are aiding in a way those who would see them classed as nonessential. Particular attention is being paid to those exhibitors who, according to the records on file at the various Universal exchanges, are "winter showmen." To these men is being sent literature outlining the harm they are unwittingly doing to the industry. In addition to this Universal is distributing circular matter which undertakes to disprove the fallacy that the moving picture patron ceases to care for picture entertainment during warm weather. "Speaking for Universal, we have so many negatives ahead that we could stop producing for six months without falling behind on release dates," says Mr. Laemmle. "But we're not going to shut up shop, because it would have a bad effect everywhere. The same is probably true of the other producers. In scores of ways the war is causing us all to suffer hardships and losses but, after all, we are at war and so have certain duties to perform. "A straightforward, serious-minded, successful exhibitor, who has always given me the Simon Pure facts about the exhibition end of the moving picture business, recently told me that so far as he was concerned there is just as much profit to be made during the summer as there is any other time. "According to this showman, any exhibitor who possesses real showmanship can make as mu,ch money at one time of the year as another, with the single exception of about two weeks in the spring. "Universal has gone into the 'Keep-Your-Theater-Open' campaign with every ounce of energy it possesses. We propose to hammer away at this idea if for no other reason than to give the Government a living screen on which to flash its win-the-war propaganda. Only those men who ardently desire to have the industry classed as a non-essential will oppose this movement." Rothapfel to Stage "America's Answer" Government's Successor to "Pershing's Crusaders" Goes on at the Cohan Theaiter, July 29. AT the request of Charles S. Hart, head of the Committee on Public Information's film division, S. L. Rothapfel will stage "America's Answer," the Government war picture which is to be released as a successor to "Pershing's Crusaders." The picture will be presented to the public for the first time on July 29 at the George M. Cohan Theater. The assembling and titling of the various scenes which show the progress of America's military activities have just been completed, and Mr. Rothapfel started work on the details of his presentation on Monday, July IS. He will devise the stage setting, create the lighting effects, and arrange the music score which will accompany the picture. The notable success which Mr. Rothapfel has achieved in stirring his audiences at the Rivoli and the Rialto to enthusiastic demonstrations during the presentation of war pictures and news events in general led the Committee on Public Information to select him for the same sort of work in staging "America's Answer." Fairbanks to Make a "Pep" Film It Will be for the Cantonments and Will Show Relation of Health and Courage. DOUGLAS FAIRBANKS will stage a propaganda scenario for the exclusive use of the various cantonments and has already mailed it to Washington, with the office of Major W. F. Snow, War Department, as its destination. Before starting production the Artcraft star believed that inasmuch as his propaganda picture was requested by Major General W. C. Gorgas, Surgeon General of the United States Army through Major Snow of the War Department, it was the proper procedure to have their approval and official sanction of the scenario before putting it in production. "For weeks Joseph Henaberry and Ted Reed, with Douglas, have been building their story based on a theme that athletics lead to clean living, which in turn has a decided mental influence," said John Fairbanks, business manager of the company. "A man with a clean mind has a good morale, which is nothing more than pep — enthusiasm and zeal. To sum it all up, courage. "This theme is applied to the soldier who deliberately sets out to do himself an injury, that will prevent him from taking part in military activities. This fellow is not clever. His mind is unhealthy and through the lack of courage is a coward." Copies of this Fairbanks preachment, camouflaged in an entertaining comedy-dramatic picture, will be shipped to every training camp of the United States and Allied nations. A special preview will first be held in Washington. Some of the scenes will include views of the 40,000 troops stationed at Camp Kearney, California. Permission will first be secured for this privilege to photograph Uncle Sam's boys. Frank Reicher Engaged bg World WORLD PICTURES points with pride to the engagement of Frank Reicher, who is to direct Louise Huff in her second World picture, "The Song of the Heart." Frank Reicher's career antedating his motion picture experience is connected with the brightest spots in the history of the theater, covering the past fifteen years. Beginning as a child his first work in the theater was playing original roles in productions o f Ibsen under the direction of the author himself. Reicher's career in America, one might say, began with the presentation, at the Savoy theater, . New York, of Frances Hodgson Burnett's drama, "That Man and I," in which Robert Hilliard was the star. Following this he was seen in over thirtyfive original Broadway productions, in which he was employed by Charlesi Frohman, David Belasco, Liebler & Co., the Shuberts and other prominent managers and pro—, i o • i ducers. He then Frank Reicher. became stage director, and played prominent roles in productions of the late Henry B. Harris, such as "The Heights," "On the Eve" and "A Matter of Money." He directed Elsie Ferguson in "Dolly Madison" and Hedwig Reicher in "On the Eve." His greatest piece of stage directing was in Percy MacKaye's fantastic play, "The Scare Crow," which was adapted from Hawthorne's "Mosses from an Old Manse." This was the story of "Feather Top." Mr. Reicher not alone directed this, but scored an enormous success in the title role. On the death of Henry B. Harris he was engaged by Jesse L. Lasky, from which time his moving picture experience dates. His record as a motion picture director includes the picturizing of "The Claim," with Edith Storey; "The American Widow," with Ethel Barrymore; "Trouble Buster," with Vivian Martin; "Sacrifice," with Margaret Illington ; "Pudd'n-Head Wilson," with Theodore Roberts; "Public Opinion" and "The Case of Becky," with Blanche Sweet; "Alien Souls," with Sessue Hayakawa; "For the Defense," with Fannie Ward; "Castles for Two," with Marie Doro, and "The Only Road," with Viola Dana. GEFFEN— GREENFIELD. Lewis S. Geffen, assistant publicity man for the Rivoli and the Rialto, left Friday, July 12, on a combined honeymoon and vacation in Kennebunkport, Me. He was married on that day to Miss Anne Greenfield of 830 Kelly street, the Bronx. Mr. Geffen has been on Mr. Rothapfel's publicity staff ever since the Rivoli was opened and has won a large circle of friends in the theatrical and newspaper world.