Variety (January 1917)

22 , MOVING PICTURES =. FILM BOOKING POOL PLANNED TO CONTROL 100-NIGHT CHAIN Twenty Prominent Exhibitors in Greater New York to Organize Along Lines of Phila. Booking Offices. Cash Pledges of $500 Each. What promises to develop into one of the largest co-operative booking r- ganizations, details of which will be made public as soon as complete plans now being formulated are perfected is in prospect About a fortnight ago some twenty of the most prominent exhibitors in Greater New York began holding con- ferences which finally culminated in a meeting last Thursday at Rector's, It was decided to organize along the lines of the Mastbaum Booking Offices of Philadelphia and pledges were received from the following who constitute the charter members: Mayer & Schneider, Hurtig & Seaman, Henry Corn, Ward & Glynn, A. J. Wolf, Sydney Cohen, Isadore A. Edelstein, Samuel Morass, John Manheimer, Frederick Unger, and Samuel Lesselbaum. These pledges consist of a cash pay- ment of $500 from each member towards a fund which will be used to guarantee deposits to film manufac- turers and insure the stability of the enterprise. It will also be one of the purposes of the new organization to book film and it is claimed they will soon be in a position to give two hundred days on any film selected. With such "time" at their command it is pointed out that they will give Loew and other chain theatres a battle for big attractions, especially with the big fund available for guarantees. It is pointed out also that with such booking available*, it is only a step further to manufacture their own film and after using it on their time first, to rent it to outsiders and divide the profits. While the promoters are reluctant to talk it was learned they are amazed at the possibilities of the plan and are proceeding slowly so as not to strike an unexpected snag in the form of opposi- tion from the Exhibitors' League or the manufacturers, until they are in a posi- tion to resist adverse action. BLUEBIRD'S ANNIVERSARY. Bluebird No. 52 will be released Jan. 15, Ella Hall then appearing as the fea- tured player in "Her Soul's Inspira- tion." The second year of the program will start with "Gog"s Crucible," on Jan. 22, an attraction Bluebird believes is the best production it has ever cre- ated. Plans have been made to increase Bluebird's usefulness to the exhibitor and his public during the coming year, but there will be no deviation frofn the policy that "The Play's the Thing." Mme. Sarah Bernhardt, initiated the Bluebird series with "Jeanne Dore." Helen Ware, Tyrone Power, J. Warren Kerrigan, Mary Fuller, Hobart Bos- worth, Carter De Haven, the Smalleys, Florence Lawrence and Violet Mer- sereau were names well known to the stage and screen that have appeared on Bluebird billinp during the past twelve months. This, albeit, in spite of the fact that Bluebird abandoned the "star- system" early in its career. Bluebird, .has I'/cn particularly gen- erous to young players who have not previously been able to see their names in lar^c type—players who have pos- sessed merit but generally found them- selves playing second instrument in the concert of screen powers. The most remarkable instance of speedy advance has been in the case of Mary Mac- Laren, who was playing "maids" in Bluebird when Lois Weber began cast- ing about for a girl to interpret the leading role in "Shoes." Ella Hall had been a fine actress, worthy of recognition, for several years, before there came a leading part in Bluebird that exactly suited her. Miss *Hall has been a valuable star in the series from her first appearance. Louise Lovely was an Australian girl who landed in America about the time Bluebird began releasing. Patrons and exhibitors of moving pictures have agreed that she was all her name im- plied, and she has been a Bluebird as- set. Myrtle Gonzales, Franklyn Farnum, Jane Gail, Marie Walcamp, Harry Carey, Rutfi Stonehouse, Val Paul, Hobart Henley and George Hernandez, also Dorothy Phillips, are names well known to devotees of Bluebird and they have all benefited the program in their appearance. And when it comes to directors Bluebird believes that Lois Weber and Phillips Smalley, Rupert Julian, Joseph De Grasse, Jack Con- way, Lynn F. Reynolds, Rex Ingram and other clever managers have shown an ability that has evidenced itself in Bluebird productions. "Better plays, and still better plays," says General Manager Hoffman, "will keep Bluebirds growing in favor, will make monev for the exhibitor and will please the public. Better players, bet- ter t productions and better general equipment expresses the Bluebird policy for the second year—for we have a reputation to conserve, and a good reputation is not to be trifled with." GENERAL'S PERCENTAGE PLAN. The recent announcement of Ben- jamin Hampton, president of the Gen- eral Film Co., that the General would hereafter release all its output on a percentage basis instead of a flat rate at so much per foot marks a radical de- parture in the policy of that company. Since its inception General has pur- chased its film from the franchise holders of its company on the basis of 10 cents per lineal foot, irrespective of duality, with the result that some man- ufacturers made no effort to maintain a high quality, but just released film, de- pending upon the others to preserve the program. With the new system in force the weight is thrown upon the manufacturer instead of exchange. If the film is good it will book solid and the manufacturer will derive consider- ably more from it than if he sold it outright. The basis on which the General will work, from reliable information, is 65—35, wlin the long end going to the manufacturer. GOING AFTER IT BIG. A campaign of advertising to boom the photoplay production of "Joan the Woman," now at the 44th Street thea- tre, has been launched on a most stu- pendous scale. Page and half-page copy is being employed in all the New York dailies, with a proportionately large appropriation tor the trade pa- pers. The unique part of the campaign is the fact that each advertisement is spe- cially written, no two being alike. It is understood to be bearing fruit at the box office. TWO NEW FILM STARS. Two prominent actresses have been signed up for the alms the past wceL, Margaret ilhngton wuh La sky, and Maxine Elliott with Goldwyn. Miss Elliott it understood to haye a contract with Goldwyn Pictures, call- ing for $100,000 for ten weeks' work before the camera, irrespective ot whether the producers can turn out one or two features in that period. The proposition was put up to Jesse Lasky, who could not see it at thai figure. One of the largest offers ever made to an legitimate actress was tendered to Laurette Taylor to appear in "Peg o' My Heart." This play is considered one of the best picture possibilities to- day. Miss Taylor is appearing in "The Harp of Life," at, the Globe, Artcraft offered a fabulous amount for the pic- ture rights of "Peg," as a vehicle for Mary Pickford, but the bid was de- clined with the information that the rights were being retained^tor Miss Taylor. BIG FEATURE COMPETITION. Chicago, Jan. 3. Two neighborhood picture houses fought it out last week with big films and both claim to have made money notwithstanding the high rentals paid for the features. At the Circle (12th and Sawyer) the Balabon Brothers played "War Brides," and at the Gold, two blocks away, Bartelstein & Gold, proprietors of the theatre, offered Civilization." The Circle is reported having paid .an even thousand dollars for the "Brides," having it for five days last week and two this, while "Civilization" is getting $200 a day for its Gold exhi- bition. The top price for "Brides" was 20 cents admission while the other house got a quarter top for its feature. Three houses are reported as estab- lishing record film rentals for outlying r theatres. LEDERER FILM CORP. There has been incorporated at Al- bany the George W. Lederer Film Corp., capitalized at $500, which has been formed with a nominal capital for the making of big features. George Backer, owner of the Godfrey Building, is president and treasurer; Lederer vice-president. On the board of direc- tors are the names of three millionaires. Work is to be begun immediately on the filming of an eight-reeler, entitled "The Sin Woman." "INTOLERANCE" RECORD. Chicago, Jan. 3. It is estimated the Griffith film, "In- tolerance," will draw $16,000 to the box office of the Colonial this week, estab- lishing a new film record for Chicago. The new feature played to $200 more Saturday, Sunday and Monday than "The Birth of a Nation." KELLERMANN FILM BIG. Chicago, Jan. 3. The Kellermann film, "A Daughter of the Gods," has been a sellout at the Studebaker since Christmas eve, when it opened. STATE RIGHT "20,000 LEAGUES." Universal has decided to dispose of its "20,000 Leagues Under the Sea" feature on a state right basis. The pic- ture did a tremendous business during its first week at the Broadway theatre, playing to a gross of over $10,000, with a $1 top scale in vogue for the evening performances only. IVAN CO. SELLS ITS LATEST. The Ivan Co. has sold the world's rights to its ift«£3t photoplay, "I'i* lighten Thy Daughter," to Messrs. Winik & Broeck for a large sum of money, said "to be $85,000. The latter immediately disposed of New York state and Northern New Jersey for $25,000 to the Merit Film Corp. COLONIAL STUDIO BURNS. The Colonial Studio on West 35th street, occupied by the Popular Plays &'Players Film Corp" was totally tie* stroyed by Are Wednesday and there were some narrow escapes for a num- ber of the inmates. Bobby North, president of the Popular Plays & Play- ers, in effecting some rescues, had his hair and eyebrows singed. At the time of' the conflagration, which started in the cutting room, there were stored in the vaults six nega- tives of Petrova productions, which were held for future release*. As the vaults are buried in the ruins, it will be several days before there will be any opportunity of discovering wheth- er they were injured. In the event they were it would mean a loss to the Popular Plays & Players and the Me- tro releasing company of approximate- ly $600,000. The studio itself was fully covered by insurance. INTERNATIONAL QUITS. Announcement was made last Friday that the International Film exchanges had been merged with the Pathe ex- changes and that all future Interna- tional releases would be distributed through the Pathe offices. The an- nouncement was no surprise as it was generally known that International had been dickering with several companies to handle its releases, they having suf- fered a loss in every one of their fifteen exchanges. In releasing through Pathe, Hearst loses one of his pet ambitions, to lead in putting out the news in every form, it being a hobby to have his Interna- tional News the first in the animated news line. The International News will now be merged with the Pathe and will be known as "The Hearst- Pathe News." International released during its life, only four features, "Jaffray " "Flower of Faith," "Ocean Waif and "Jockey of Death," in addition to "The Mystery of Myra" and "Beatrice Fairfax" series. "Patria," which was scheduled for re- lease Jan. 1, will be released through Pathe Jan. 14. The remainder of the releases con- sisted of weeklies and topicals. Reports vary as to the amount of money sunk by William R. Hearst in his International venture. One who is supposed.to know, estimates it at $900,000. Among the many expensive things done was the paying of Mrs. Vernon Castle $2,500 a week for 16 weeks before she started posing for "Patria." PICKFORD'S NEXT FEATURE. Artcraft has purchased for $15,000 the film rights to "Rebecca of Sunny- brook Farm," which is to be the next feature for Mary Pickford's use, fol- lowing "The Poor Little Rich Girl," on which she is at present working. HERBERT BRENON ILL. Herbert Brenon was confined to his home the early part of the current week, suffering from a severe attack of grippe. It was stated at his office that he was a very sick man. John Barrymore has been engaged for the next Brenon-Selznick produc- tion, following "The Eternal Sin." He will have the stellar role in a photo- drama based on Louis Joseph Vance's "The Lone Wolf." Work on it will be begun in a fortnight. MORE VITA RE-ISSUES. Taking a cue from the tremendous success of "My Official Wife," which Vitagraph recently re-issued, they have in contemplation the re-issuing of "413," a drama directed by Ralph Ince. and featuring ^cuitr* Stewart-and . Earl. Williams. Vitagraph has been making an unusual splurge in advertising, the Heart publications' carrying full pages on "Secret Kingdom" and "The Girl Philippa," in addition to the matter car- ried in the Saturday Evening Post.