Film History Through Trade Journal Art, 1916-1920

by Jeff Codori

Overview

The period in film history between the regimentation of the Edison Trust and the vertical integration of the Studio System--roughly 1916 through 1920--was a time of structural and artistic experimentation for the American film industry. As the nature of the industry was evolving, society around it was changing as well; arts, politics and society were in a state of flux between old and new. Before the major studios dominated the industry, droves of smaller companies competed for the attention of the independent exhibitor, their gateway to the movie-goer. Their arena was in the pages of the trade press, and their weapons were their advertisements, often bold and eye-catching.

The reporting of the trade journals, as they witnessed the evolution of the industry from its infancy towards the future, is the basis of this history. Pulled from the pages of the journals themselves as archived by the Media History Digital Library, the observations of the trade press writers are accompanied by cleaned and restored advertisements used in the battle among the young film companies. They offer a unique and vital look at this formative period of film history.

Product Details

ISBN-13:	9781476676173
Publisher:	McFarland & Company, Incorporated Publishers
Publication date:	03/31/2020
Pages:	282
Product dimensions:	7.00(w) x 10.00(h) x 0.57(d)
Age Range:	18 Years

About the Author

Jeff Codori is the creator of the Colleen Moore Project, a website devoted to strengthening the actress’s place in cinematic history, and to finding new sources of information about her.

Table of Contents

Acknowledgments ix

Preface 1

The Early Years 7

1916

1 Universal: "The Name 'Red Feather' … Will Be Substituted." 17

2 The Mysteries of Myra: "We do not need to use superlatives.…" 25

3 Bluebird Photoplays: "…THE PLAY is always greater than the star." 32

4 Pathé Exchange: "…the House of Serials, has done it again." 40

5 Lewis J. Selznick Productions: "The box-office is the greatest critic of 'em all…" 46

1917

6 Artcraft Pictures Corporation: "Since its inception, Artcraft has faithfully carried out its promise for 'the biggest and best' in motion pictures." 53

7 Butterflies and Red Feathers: "…It is possible to put out five reels of action, plot development, suspense, lavish sets, superb action and brilliant directions without robbing the Exhibitor of all chance to make his legitimate profit." 61

8 Triangle Film Corporation: "The Ultimate in Motion Pictures!" 68

9 Bluebirds and Super-Bluebirds: "A Bluebird that far surpasses the average high-class feature." 75

10 Paramount-Mack Sennett's Giggle Factory: "Here everything from a giggle to a guffaw is made.…" 80

1918

11 Pathé Exchange: "…First-class productions gauged from every angle-star, cast, story, direction and box office appeal." 85

12 Bluebirds, Jewels and Universal Special Attractions: "It is your patriotic duty to show this great Special, and make a bag full of money at the same time." 91

13 The Master Mystery: "…we have a showman with predominant drawing power, a man who stands alone in his work, who has practically mystified the entire world, whose name is a household word." 101

1919

14 Universal: "'I see in the future great things for Universal productions.'" 105

15 Robertson-Cole: "Supreme Quality Plus Unequaled Service Always the Robertson-Cole Standard." 113

16 Pathé Exchange: "Serial making demands specialization. Pathé has made of it a science.… Pathé serials will pay you!" 118

1920

17 Selznick Pictures, Select Pictures, National Pictures and National Picture Theaters: "What Happened to Troy Can Happen to Schenectady Too." 123

18 Equity Pictures: "Trade Papers bulge with Lurid Advertising-Dictionaries are stripped of every Adjective-and 'Promises' are fired right and left." 130

19 Robertson-Cole: "…Uncovers a Lot of Good Things in A Beautiful Four-Page Insert.…" 137

20 Pathé Exchange: "How they thrill as they see the stirring action; how they exult at the escape of the heroine from danger, at the triumph of innocence over evil!" 141

21 Loew-Metro: "At Broadway and 45th Street Marcus Loew is erecting a theatre and sixteen-story office building.… 'Strange,' comments Chigot, 'that a Loew building should be so high.'" 144

22 Joan Film Sales Company: "…In contradiction to the pessimism in certain quarters … [Joan] finds prospects bright…" 148

23 Universal: "Exploitation begins at the studio." 153

Into the Future 157

Appendix A Artist Biographies 169

Appendix B Film Synopses 173

Chapter Notes 241

Bibliography 263

Index 265