No More Costly Film Stars

Sun (Auckland), Volume 1, Issue 116, 6 August 1927, Page 23

No More Costly Film Stars

Quality Before Names A significant change of policy on the part of the United States film magnates, Jesse L. Lasky and Mr. Adolph

Zukor, the chiefs of the U.S.A.’s biggest film combine, Famous PlayersLasky, is indicated by their statement that the quality of every film as a whole, rather than the fame of the film stars acting in it, is now considered the factor of prime importance. Many of the most expensive stars have long outworn their popularity—not a few of them were always famous rather than talented—and the public has now become disillusioned. It knows now that the fact that Miss X. or Mr. Y. acts in a film by no means ensures that it will be a good film. It demands to-day a good film, whether it features famous stars or not. Miss Gloria Swanson, Miss Pauline Frederick, and Miss Dorothy Gish have all suffered both in prestige and popularity by appearing in poor pictures, though the latter two have recovered to a remarkable extent after being starred in British films, which offer them better scope. Famous Players-Lasky have declared roundly that “high-priced and unreasonable stars, also directors.” will henceforth be dispensed with by them. This firm is rapidly new acting and directorial talent at its studios.

Douglas Fairbanks has selected Eve Southern for an important role in “The Gaucho.” Rupert Hughes once considered her for a leading role. Finally, Edwin Carewe put her under contract, and obtained her the offer from Fairbanks.

Warner Brothers have borrowed from Metro-Goldwyn-Mayer the services of Conrad Nagel for the lead opposite May McAvoy in her next starring picture “Slightly Used.” She will start work on this production as soon as she has completed her current role as feminine lead with A 1 Jolson in “The Jazz Singer.”