Variety (February 1914)

24 VARIITY OUR MUTUAL GIRL. (No. 3.) KilUnff more than two birds with on« ■ton* la accompliihed by the Mutual Film Corpora- tion In Ita rcKular aenrlce "feature." entitled "Our Mutual Olrl." The I23tb Street (Proc- tor's) is making a special play each Friday on "Our Mutual Olrl" and Is reaping a bene- fit thereby, as the "Olrl" feature Is worth every bit of the extra adrertlslng. The third of the series was exhibited last Friday and to one who baa not seen either of the other two the picture la a noTClty. To begin with the Olrl series covers a multitude of advert tiaing dodges and Incidentally gives full com- pensation for money and time Invested by ex- hibitors. First, It la being widely exploited by the Mutual and In the making Is getting a lot of newspaper publicity in the New York dallies, which Is bound tc help each aerlea wher«in men and women In the public *y are caught before the camera. Second. It l> giv- ing Norma Phillips a reputation as the Mutual Olrl that win stick to her as long as she Uvea. Third. It enablea the Mutual makers to ex- hibit the very latest styleii and deslraa In gowns, robes and hats. Fourth, It shows the movie patrons some new glimpses of theatri- cal and political celebrities. Fifth, it shows scenes of New York's busiest comers day and night. Sixth, it carries a "story'^ with a tinge of romance that keeps the action keyed up all the way. Seventh, it gives Phil MIndll and his press boosting staff a chanrs to work up new publicity each week for the Mutual trade mark. There are other reasons for the "Olrl" feature, but these seven are eno .-b for the present. No. A told of the depsriare of Margaret, the Mutual Girl, for the city, fol- lowed by her country sweethesrt who on tis arrival In Ootham finds his beloved ardently wooed by a waxed-muatached Count D'Orley. a smngfler under suspicion. The Connt ae- quires tne fsmous D'RIda necklace, whirh ho secretes within the folds of Margaret's malT as the sleuths and the "country sweetheart" round the Coont up after a lively chase in an automobile. The only "thrill" Is attempt- ed bv the "conntry sweHheart" bagging the running board of the Mutual Girl's machine. While this portion of Margar^'s meeting with the Count are seen the camera shows the Girl meeting Laurette Tsylor on the stage of the Cori theatre, her Inspection of the Istest dress models at a Fifth Avenus ahop. a good view of Tetratilnl near a ship rail, the Girl paaaing the Charles Schwab and William K. Vanderbilt homea. a scant view of the Plaia Hotel steps and several good views of Rrosd- way and 42d Street. Just when the folk* look for the grand finale with "country sweetheart" and Margaret doing the big embrace a "flash" la made that "next week Margaret wilt be helped out of her difllniltv bv a prominent New York otnclal." "The Mutual Girl" s-ries Is going to be a big boomer for the Mntual in many ways. It's a great way to show en- terprise In a busy field thickly populsted by money-spending, aggresalve picture makers. Picture "No. S" ran exactly one hour. Mark. (No. 4 and 5.) The Mutual's series of "Our Mutual Olrl" unquestionably has unlimited poMlbillties. Albeit a straight weekly release, put out for advantage only to the Mutual ss a permanent feature, this series covers a smsll end of the picture business that has received ronslder- able thought from the wholly commerrlai flim man. That Is the "advfriising flIm." The scheme has often been broached and even at- tempted, of presenting a picture or feature reel, sometimes an evening's entertainment of film has been mentioned, carrying the pub- licity matter of the well known advertlaers. also merrhants. of world wide renown, and locally. The trouble with this scheme has al- ways been bow to present, to obtain an audi- ence and hide the strictly commercial aspect. "Free shows" and five-rent admission In a legit theatre or convention hall with the hnnse management guaranteed and so on hsve been tbougnt of. while there have been IndivMual firms that adverilse largely wllllna fo main- tain a picture show for Itself, if reffuUn may be shown. Here comes the Mutual, however, in this "Mutual Girl" series and before It Is through the enterprising Independent coTora- tlon will have covered the "advertising picture" field pretty thoroughly, without a dollar of cost to those advertised. In the sMftlna scenes from the great cities (for "The Mutual Olrl" cannot and will not be confined to New York alone), the weekly picture will set as a perp^ual adverilsement of street signs and big stores, the latter especially being a strong drawing element to wom^'n for this film se- quence. The "No. 4" "Mutual Girl" shows Norma Phillips trying on wraps st Bonwlt- Teller's on nth avenue, and, girls, some clothes are shown! "No. B" gives a display of furs at .Taeckel's. anri what was mentioned about the Mth avenue firm's wraps roes double for the furs. One almost feels sorrv for Miss Phillips, who must relapse Into private life after her heari breaking experience with the best costumes In town—In the pictures. It does look as though Miss Phillips will shortly b« the best known picture woman In the world through this "Mutual Olrl" series, which al- most extravarantlv features her In every way. She Is a pretty girl, with expressive picture eves. Ideal almost for the screen, and 1* sharp- ly contrasted in this series bv Mayme Kelso, as her wealthv aunt. MIsr Phillips Is meeting many notables. In "No. 4" released this ..•eek. and "No. R" for next week, the voung woman rrects District Attorney Whitman fMlsB) nillle Burke. Andrew Cameglo and ex- denuty police coTnmlssion»r Oeoree B. Douah- erty. The officlsl meetings are brourht about through the meloc'r^TTiatlc storv Involved that fq rsrrvtng Miss Phillips, a countrv girl who visltfl her rich relative In New York, through n chsln of Incidents In connertlon with a smugeled necklace. The plot gives the series n Rsfe foundation, but the clothes, the sc««es of Now York aad th« Intoreatias Ylcwt of th« groateat city In the world (Borilo pcrbapa excepted) ars going to create a demand for "Our Mutual Olrl'^ that should InUenoltely Prolong ilM weekly release of It The Mutual aa as Its field of operation the earth. It can take thia Mutual Girl anywhere and turn out a film of value, but wherever conceived and pre- pared this series hit oCT the Idea right off the reel, If the unintentional pun may be stood for—that waa when the thought of an at- traction for the women entered into th« aerlea, for there Is not a woman anywhero. whether In .New York, Frisco or Csnojobarlo who can withstand a visit to an entrance bo- neath the Muiual's clock, knowing thst abe will see "clothes." In fact. It Is a picturo like this that displays what little chanco the spectacular dramatic on the atage has now- adaya against a film. So much may Ite done by the camera. When Rodman Law and his female companion Jumped off the Brooklyn Bridge the other day to please a film manu- facturer, they aald Keno to the melodramatic producer. So with the Mutual, which can ac- complish nor* In one corner of Its studio In l.iNlii feet than any legit producer could get on the stage In any length of endurable time. Th* pictur* making of ^'Our Mutual Olrl" la very good. Close scenes sre taken, the land- acape aettings well selected, end the studio work with photogrsphy excellent. The life and action In a picture of Broadway and 3>'ld street for Instance will give the natives of the wilds an Idea of .Vew York that a atlll pictur* of th* aam* locality could never con- vey. And the Mutual has the pisn In this seris* thst Is bscoming recognised as the biggest amusement draw—making the public amuae the public. Geo. Tllyoo discoversd thst first at Bteeplecbaae Park. Coney Island. It's greet If you esn get It over, and th* Mutual appears to be doing It, for with s very smsll cempsny. It has ss sn sdded sttrsc- tlon the public. In personages and in bulk and mob form amldat nstural aettings. Bim*. (Reliance.) WEBER'S FOR MUTUAL It was stated by Jos. M. Weber this week that negotiations had about been completed for the Mutual Film Cor- poration to take over his theatre on lower Broadway, after the run of "Smashing the Vice Trust," a feature film that started exhibiting at Weber's Tuesday of this week. The gross of the first day was $271, with adverse weather conditions. The picture was made by the Progress Film Co. and is playing the house on percentage, with a guarantee. CHEAP HOME PROJEaOR. Lawrence Weber and Harry Evcrall have purchased the rights to a new moving picture machine designed for home projection, which costs in the neighborhood of $7.00 to manufacture. By some sort of arrangement it is claimed that 60 feet of film will give almost the same effect as an ordinary 1,000 foot reel. The Pathe people once had a home projector but it was necessary to em- ploy regulation reels to show a pic- ture. GILLEN CO. FORMED. The Gillen Amusement Co. has been formed for the making of feature pictures. Its directors are William J. Counihan. president; George Consi- dine, vice-president; Tom Gillen, sec- retary and treasurer. In association with Gus Hill their first production will be the George S. Dougherty feat- ure entitled "The Line-Up at Police Headquarters." WEBER ft FIELDS FIRST. It is now definitely settled Weber and Fields will pose for the first of their series of Kinemacolor feature films, commencing April 1. It will be in five reels, the scenario having been prepared by Roy L. McCardell, and entitled "Meyer and Metz Around the World." The comedians will gather an all- star cast for the film portrayals. The taking of the picture will consume about six weeks. HER GUILTY SECRET. A Oaumont thre*-r**lcr, "Her Guilty Se- cret." Is another excellent example of th* Oaumont photography, *sp«clallv In a aerlee of scenes taken on the French coast. The story Itself la elemental melodrama and un- folded without the aid of a large number of people. The mayor of a small town takes bis little child to a school, the teacher of which evinces great Interest Id her. Being a widower, and hence susceptible, he falls In love with the woman and proposes marriage. She puts him off for the reason that she Is the mother of a grown son. This Is her "guilty secret." Mayor sees the teacher walk- ing at night with her son, and suspecting It Is a lover raises bis revolver to shoot at tbem. The weapon does not explode and he throws It on the ground In disgust and walks away. It Is picked up by a pair of amugglers. Teacher's son writes his mother he Is about to start for America. Mother meets him and SIvea him her savings. The smugglers follow le boy and kill him, stealing the pocketbook which they hide In a cave by the sea. Tbeir descent to the csve comes under the heading of perilous and Is an effective piece of motion photography. Th* boy's body Is found by a customs officer, and alongside It the mayor'a revolver. The mayor is charged with the crime and It looks very dark for bim until the customs officer sees the smugglers climbing from the cave with the stolen wallet cootaln- Ing the teacher's cash. It all ends happily for tbs msyor and the teacher, who are brought together by the mayor's child, a atellar performer for the Oaumont—little Marie Prlvat. The mayor Is played by Victor Navarre, the customs officer by James Brson, the son bv Louis Melchoir, the' tescher by Renee Carl. All are competent performers, their pantomime being so line that most of th* captlona seem unnecessary. Jolo. JUSTICE. A. F/S RETRENCHMENT. Someone with an inventive turn of mind and a knowledge of artificial re- frigeration can blast a nice piece of change from the new auditing force of the General Film Co. by turning in to the new G. F. strategy board a device for an ice compress for U. S. currency. Everybody thought when the new officers were recently declared the cap- tains of industry for the coming year for the G. F. that everything would at once loosen up. It was freely declared by members of the "syndicate" with ballots to cast just before the last election that the new incumbents meant expansion, with a broad E, and then some. Everything was to be changed; there was to be a grand branching out; there would be oodles of money spent in the newspapers to place the stand- ard of G. F. high on the outer walls of filmdom's public markets. But the fall is a thud. There ain't going to be no core, according to in- side information. Instead, there's to be vacuum, and instead of expansion there's to be contraction. One of the first signs is a statement by Pathe Freres that for the next year their output will be limited to precisely eight productions; another is that the publicity department of the G. F. has been ordered to cut out all commas, semicolons and other wasteful super- fluities from announcements and to keep the advertising bills down to the approximate ratio of Child's menu. All of which is interesting to the film trade generally and to the film trade newspapers prodigiously. FEATURE STATISTICS. A prominent feature film concern in New York has compiled some inter- esting statistics on the moving picture industry in this country. It is claimed there are released each week 100 new subjects, one-fourth imported from Europe, almost entirely of French and Italian origin. No one seems to know why there is so little English and German material used in the United States. ^^Ifyon don't adverilse In TAltnETT, " den'l advertise at »1L Albert Bllnkhom's latsst Hspworth laaporta- tlon Is a three-reeler that will be Isaued In four paru (length 3,400 f**t), *ntlU*d "Jua- tlce." It Is a very sanguinary affair, the story b«lng of th* type much In vogue In popular priced melodramas a generation ago. Th* acenes ars laid In England. Ths profligate son of a wealthy manufacturer forgea kls father's name to notes which he aalls to a money-lender. These are presented to the father, who pays them and cuta the boy off with I2.3UO. telling him to ah If t for himself. Son plots with a discharged workman to rob father's house. The man does so. but In ths struggle kills the father. The murderer sends his young daughter (engaged to the foreman of the works) to his accomplice, with stolen Jewels, asking him to give the girl enough money for him to escape. The profligate locks the girl in his house and haa the father oon- vlcted of murder, principally through testify- ing against him. The young foreman-lovsr trails the son to London In search of th* girl. Girl throws note written on her handkerchief out of window Just as the prison chaplain la passing. Chaplain shows It to father, who breaks Jail and rushes to son's hous*. They have a battle royal, during which he kills young man. Meantime the police arrive, headed by the girl's sweetheart. Father give* himself up with tb? remark that his work la done and young couple are In each other'a arms. Jack Raymond, as the son. Is an excel- lent type, as Is also Harry Royston aa the discharged workman who commits two mur- ders. The young foreman-lover and the girl are also excellently played. In fact the entir* cast Is more than capable and praise Is due the stage direction. There Is plenty of action throughout, of the kind designed to lift the spectator out of his seat. The acenarlo la undoubtedly the creation of an experienced playwright Jolo. EIGHi-REEL^U BARRY." Arrangements are under way to ex- hibit the new eight-reeler, "Madame DuBarry," in which Mrs. Leslie Carter posed specially amid foreign surround- ings for the George Kleine Company, in the B. F. Keith houses in New York when it arrives here within a month. The Keith movie department is also figruring on showing the big feature, "Atlantis," when it is released for New York. FORBIDS 'THE PARASITE/' Spokane, Feb 11. Mayor Hindley, city censor, has for- bidden further exhibitions of Lubin's three-reel picture, "The Parasite," on the ground it is a crime portrayal with- out a moral lesson. It was being shown at the Casino. PATHE ISNT SELLING. The Pathe people at Jersey City deny the report that the Pathe Freres studio there is on the market, for sale or lease, claiming that it will be con- tinued as a moving picture manufac- turing plant for Pathe. INSISTED ON TRIAL. Monday of the current week the District-Attorney's office is said to have gone before Judge Davis and re- ported that they had no case against Samuel H. London and others in the indictment for presenting "The Inside of the White Slave Traffic" feature reels, and to have asked for a dis- missal. According to the story the judge re- fused to dismiss the complaint and insisted that it go to trial. •*CHRISTIAN" SOON ON FILM. Plans are under way to make the first exhibition of "The Christian" the first of movie features to be made by the Vitagraph-Liebler Film Co. on Broadway, Washington's birthday. A New York theatre has already been engaged, and "The Christian" will be shown indefinitely. Amonp the Vita- graph players taking part are Edith Storey, Charles Kent. Harry T. Morey, Julia Swayne Gordon. Earl Williams, James Lackaye. etc.