THE ROAD SHOW

Sun (Auckland), Volume 1, Issue 44, 14 May 1927, Page 23 (Supplement)

THE ROAD SHOW

“BIRTH OF A NATION” HAZARDOUS UNDERTAKINGS A. Griffith Grey, who passed through New Zealand a few years ago, expresses his views on showing films on the road — A Griffith Grey, a brother of David W. Griffith, is the manager of the road show department of Famous PlayersLasky Corporation. He has had under his supervision “Beau Geste” in several cities, “Old Ironsides” and “The Rough Riders.” “It was just 12 years ago this month,” said Mr. Grey the other day, “that the first successful motion picture road show was launched in this country. Few persons knew of the comprehensive plans concerned in the presentation of a motion picture of the broader scope. “This first picture to which I refer was ‘The Birth of a Nation,’ and its sweeping success had much to do with pictures that followed it. The current season has a number of films on the road. There are ‘The Big Parade,’ ‘Ben-Hur,’ ‘Beau Geste’ and ‘What Price Glory.’ Sweeping Successes “As no other previous season has known more than two simultaneous road shows, it is to be surmised that this idea has grown steadily in popularity. With tb presentation of ‘The Rough Riders,’ New York will have at least five of these big pictures under way at the same time.”

Mr. Grey came into the pictures with the road showing of “The Birth of a Nation,” and his efforts with that production were not confined to America, as he was identified with the European engagements of the Griffith spectacle.

and also went out to Australia to assist in the launching of the first picture tour of “The Birth of a Nation” in the leading theatres of Australia and New Zealand.

When asked for his views on the road showing end of films, Mr. Grey said: “Out of some 80 different shows which have been featured in New York City with a view to ultimately being developed into ‘road shows,’ less than ten have actually made the grade in the 12 years that have followed the advent of ‘The Birth of a Nation.’ So you have a fair estimate of how hazardous is the launching of these special features. Stimulating Success “There are two chief reasons for a big producer undertaking to bring out a road show. First of all there Is a lot of satisfaction in being connected with one of these successes, which have a very fine stimulating effect upon the entire motion picture business, and secondly, if successful, they make a lot of money and bring big returns for the investment, in addition to forming a basis upon which to enlarge the scope of the producer’s selling activities of other subjects in which he is interested. “In the selection of screen material it happens now and then that a producer and a director hit upon a sub- ! ject that has a world-wide sweep and covers a series of unusual events. As they get deeper and deeper into this work, with the natural enthusiasm that goes with it, the first thing they know they have an overhead expense that is out of proportion to what an average motion picture released through ordinary channels should cost. One Full Season “However, there is this compensating fact always to be rerpembered. If a road show clicks it is good for at least on full season on tour, by which time, with a given number of units successfully organised and properly handled, they can turn in a gross profit that covers the initial cost of the picture, plus, perhaps, a fair return as interest. Then afterward the subject goes to the picture houses with the enhanced value of this special exploitation.”