Volume I: Narrative History

Chapter 9: 1916 Trouble in Paradise

During the last month or two of operation of the Jacksonville studio Edwin Thanhouser maintained the facade that all was going well. In actuality, now that the advent of Charlie Chaplin promised to give the Mutual program new strength, John R. Freuler made it clear to Thanhouser that his days with Mutual were limited. Further, the one-reel Falstaff comedies, a mainstay of the Florida facility for several months, were getting fewer laughs in theatres, and Thanhouser's comedians were no match for Charlie Chaplin, Edna Purviance, Ben Turpin, and others who were drawing increasingly large crowds at the box office. The three-reel Than-O-Plays created little excitement, and all across the Mutual program the Mutual Masterpicture, DeLuxe Edition films produced by various studios did not live up to their financial expectations.

Now that everyone was back in New Rochelle, the axe fell. The Evening Standard carried this on the front page of its May 29th issue:

Sweeping changes are being made in the personnel of the Thanhouser forces, for the sock has been thrown out of the window and the bushkin ushered in on a golden platter, which is only another way of saying that the Thanhouser policy is being put into effect, that comedy and regular program stuff has been abandoned, and nothing but dramatic and big productions will be produced there hereafter.

Among the popular people who are leaving are Howard M. Mitchell, the hero of many hairbreadth incidents in real life, including rescues from drowning, stopping of runaway horses and snatching a woman from the jaws of death on a railroad trestle and in reel life the hero and director of many thrillers. Also Arthur Ellery, Fred Kelsey, Lindsay Morison, Jay C. Yorke, all directors; James J. Dunne, William Sullivan, lovingly called Billy, Charles Emerson, C. R. McCaskill and Al Reitz, all assistant directors; Walter Hiers, John Lehnberg, Morgan Jones, George Welsh, Leo Post, William Burt, Harris Gordon, Louise Bates and Barbara Gilroy, all members of the acting force. Walter K. Scott, Otto Brautigam and Henry Cronjager, cameramen.

It was stated today that in place of the comedy people, actors and directors for the heavier part of the drama will be engaged for the big five- and seven-reel features that are to be produced. Though the number of directors, cameramen and actors will be less than in the past it is said that the payroll will be about doubled. Note

In the coming months Edwin Thanhouser told all who would listen that emphasis henceforth would be on large features with well-known stars taking the leading roles. However, by that time it was too late, and Thanhouser had been far eclipsed by other companies employing famous players and using aggressive advertising and distribution methods.

Variety knew there were changes in the wind, and on June 2nd printed an article titled "Is Something Doing?" which revealed the following: "Edwin Thanhouser was seen visiting President Hodkinson at the Paramount offices last Friday. The Thanhouser Co. has let out seven of its directors, the same number of cameramen, and 35 of its actors. It retains but four of its present personnel of directors. Five-reel features are to be made here only in the future."

The New Rochelle Pioneer, June 3, 1916, told of the widespread firings at the Thanhouser studio, noting that the list of "non-returnable passes" given to the personnel was a long one. The resignation of Leon J. Rubenstein, long-term publicity director, was announced. On a falsely optimistic note the report concluded: "All of the companies which spent the winter at the Jacksonville studio returned to New Rochelle last Saturday morning. The studio will be reopened in September."