PROGRESS OF CINEMA

New Zealand Herald, Volume LXXIV, Issue 22621, 8 January 1937, Page 13

PROGRESS OF CINEMA

THE PARAMOUNT COMPANY SILVER JUBILEE CELEBRATED The days of the old "penny arcades" and the "Hale Touring Cars," forerunners of the modern motion picture, were recalled by Mr. F. B. Thompson, Auckland manager of Paramount Pictures, at a staff luncheon Mield yesterday to mark the silver jubilee of the company. The 25th anniversary of the foundation of the original company falls this year and it was observed yesterday on the birthday of its founder, Mr. Adolph Zukor, a pioneer and leader in the motion picture industry. Similar luncheons were held throughout the world in the 37 different countries in which Paramount branches are established. Mr. Thompson's speech at the Auckland luncheon comprised a sketch of the remarkable career of Mr. Zukor, and, as such, virtually traced the history of motion pictures from the old days of flickering films and frequent faults to the modern miracle of speaking shadows and natural colours on the screen. Mr. Thompson described how Zukor, in 1904, invested money in the "penny arcades," the popular cheap amusement of the day. Films at that time were flickering, distorted efforts, generally despised, but Zukor entered into partnership in the entertainment device known as the Hale Touring Cars. A small store was converted to look like a railway carriage and, with a mechanical contrivance, was made to rattle and move like one. Patrons I entered at one end of the car and, I sitting across the observation platform, saw scenic films projected on a small screen. The venture finally broke down when the supply of films failed but it was an indication of the future of the motion picture. Up to 1912, Zukor had acted principally as an early motion picture showman,' but he then decided to produce pictures for himself and formed the Famous Players Corporation, from which the Paramount Company has sprung. During the war the Famous Players-Lasky Corporation was formed and later this was reorganised into the Paramount Pictures Company, of which Mr. Zukor is still chairman of directors.