Table of Contents
Acknowledgments??ix
Preface??1
The Early Years??7
1916
?1.?Universal: "The Name 'Red Feather' ... Will Be Substituted."
?2.?The Mysteries of Myra: "We do not need to use superlatives...."
?3.?Bluebird Photoplays: "...THE PLAY is always greater than the star."
?4.?Pathe Exchange: "...the House of Serials, has done it again."
?5.?Lewis J. Selznick Productions: "The -box-office is the greatest critic of 'em all...."
1917
?6.?Artcraft Pictures Corporation: "Since its inception, Artcraft has faithfully carried out its promise for 'the biggest and best' in motion pictures."
?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."
?8.?Triangle Film Corporation: "The Ultimate in Motion Pictures!"
?9.?Bluebirds and -Super-Bluebirds: "A Bluebird that far surpasses the average -high-class feature."
10.?-Paramount-Mack Sennett's Giggle Factory: "Here everything from a giggle to a guffaw is made...."
1918
11.?Pathe Exchange: "...-First-class productions gauged from every angle-star, cast, story, direction and box office appeal."
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."
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."
1919
14.?Universal: "'I see in the future great things for Universal productions.'"
15.?-Robertson-Cole: "Supreme Quality Plus Unequaled Service Always the -Robertson-Cole Standard."
16.?Pathe Exchange: "Serial making demands specialization. Pathe has made of it a science.... Pathe serials will pay you!"
1920
17.?Selznick Pictures, Select Pictures, National Pictures and National Picture Theaters: "What Happened to Troy Can Happen
Schenectady Too."
18.?Equity Pictures: "Trade Papers bulge with Lurid Advertising-Dictionaries are stripped of every Adjective-and 'Promises' are fired right and left."
19.?-Robertson-Cole: "...Uncovers a Lot of Good Things in A Beautiful-Four-Page Insert...."
20.?Pathe 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!"
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'."
22.?Joan Film Sales Company: "...In contradiction to the pessimism in certain quarters ... [Joan] finds prospects bright..."
23.?Universal: "Exploitation begins at the studio."
Into the Future??157
Appendix A: Artist Biographies??169
Appendix B: Film Synopses??173
Chapter Notes??241
Bibliography??263
Index??265
