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The Age of Cinema Mania
In 1924, the first mass-market films were released by Mosfilm and Metro-Goldwyn-Mayer, two film studios founded that same year, and the film distribution system appeared in the Soviet Union. What was the budget of a film and its box office receipts, how much did a ticket to a play cost, and what fees did movie stars receive 100 years ago, read in the Kommersant-Review article from the series Time and Money.
One hundred years ago, in September 1924, the premiere of the film "Aelita" took place in the Moscow cinema "Ars" (Artel of Cinematograph Workers). This film was silent, and three years later, in 1927, the era of sound cinema began. For the first month, "Aelita" was shown to full houses, three sessions a day only in "Ars".
The cost of a movie ticket that year was about 25 kopecks. Up to 2 rubles, the price depends on the film, the category of the film and the city, the day of the week, etc. For comparison, the average salary of a factory worker was 46-56 rubles. In village cinemas you can watch a film for 10-15 kopecks.
"Aelita" is a screen adaptation of the novel of the same name by Alexei Tolstoy about a flight to Mars. It is considered the first Russian science fiction film. In the film by director Yakov Protazanov, produced at the Mezhrabpom-Rus studio, the main role was played by Yulia Solntseva, and in her first film role - by Igor Ilyinsky.
The film's release was preceded by a creative advertising campaign. Six months before its release, cryptic advertisements began appearing in newspapers and on street banners. "Anta... Dressed... Uta..." Then the following announcement was added: Description of "strange signals received from radio stations around the world." Just a few days before the release, newspapers provided all the information about the film.
A strange signal was an excerpt from the advertiser's slogan: "Buy only Anta, Odelli and Uta tires." The concept of the film's promotional campaign repeated the game embedded in the plot of the film itself.
JSC Mezhrabpom-Rus, which produced Aelita, was founded in 1923 as a result of the merger of the Rus partnerships (the film studio was founded in 1915 by one of its organizers, the Old Believer merchant and entrepreneur Mikhail Trofimov). ). Russian film production) and the International Workers' Aid Society (a charitable organization founded in Berlin to provide social support to workers). In 1928, Mezhrabpom-Rus (now Mezhrabpomfilm) created a joint venture with the German company Prometheus Film and received the most modern equipment and films from Germany. In 1931, the studio released The Road to Life, the first Soviet sound film. 1936 - Lee
Soyuzdetfilm. Since 1948 – the M. Gorky Film Studio.
In the 1920s, new film factories and organizations were created in the country: Sevzapkino, Chuvashkino, Belgoskino, Kino-Moscow, Goskino, Proletkino.
By this time, the Lenfilm film studio had already been created, and in 1914, Kinosev, the Petrograd Film Committee of the Union of Northern Communities, founded in 1918 on the basis of the nationalized department of military cinematography, was opened under the Skobelev Committee. The film studio changed its name several times during its history. The brand that became Lenfilm appeared under this name in 1934.
In 1924, Mosfilm was founded — today one of the largest film studios in Europe. The studio received the name Mosfilm in 1936. Initially, it was the first Goskino plant, created on the basis of two state film studios — Alexander Khanzhonkov and Iosif Ermoliev.
Aleksandr Khanzhonkov, one of the founders of the Russian film industry, opened a trading company in 1906 to produce Russian films and distribute foreign films in Russia. Khanzhonkov also created scientific departments for educational, visual and ethnographic cinematography and attracted leading specialists to work in them. In 1912, Khanzhonkov's company was transformed into a limited liability partnership with an authorized capital of 500,000 rubles.
In 1915, film entrepreneur Iosif Ermoliev founded the film studio “I. Ermoliev”, 1918 – Yalta branch.
Ermoliev, who left for Paris after the revolution, continued film production in 1922 with the participation of the Pathé troupe and created the Albatross film studio, which operated until the end of the 1930s.
In the early 1920s, the domestic film industry was in dire straits. The number of films released tragically did not meet the needs of film distribution. This was not just an increase in production, it was an increase of about 10 times or more. There was a shortage of film, equipment, facilities, technical capabilities for production and financing of foreign purchases.
In 1923, the People's Commissariat of Education requested a loan of 2 million rubles from the State Bank for the development of cinematography. gold. "The film workers demanded 2,000,000 rubles. Upset. The current amount has been halved, but I think it can be reduced further..." - the magazine "Proletarskoe Kino" commented on the situation.
That same year, Goskino decided to purchase foreign films, the distribution of which would help bring in box office receipts. In addition, it became necessary to block smuggling routes for importing foreign films, mainly through China. Goskino introduced a system of issuing rental licenses.
In 1924, the joint-stock company "Soviet Cinema" ("Sovkino") was founded, which became a monopoly on film distribution, and also supervised the production and import of films. The authorized capital of the limited liability partnership was set at 1 million rubles. gold. In 1925, by decree of the People's Commissariat of the RSFSR, Sovkino received a loan of 650,000 rubles, the creditor was the country's main bank.
As the decade passed, domestic films began to fill the market and gradually displace foreign ones. From 1929 to 1928, 122 films were released. However, according to Sovkino's calculations, more than 200 films were required annually.
One of the films of 1927, also shot at the Mezhrabpom-Rus studio and sold throughout the country, was "Mary Pickford's Kiss". The actress herself did not even know that she had become the heroine of a Soviet film hit.
The film is based on newsreel footage shot by Pickford and her husband during their four-day visit to the Soviet Union, which was used by the film's screenwriter, director Sergei Komarov.
Hollywood stars Mary Pickford and Douglas Fairbanks had many fans in the Soviet Union. Films starring them, as well as other foreign films, were successful on Soviet soil. Foreign films were purchased through state channels and could also be smuggled in during the private NEP scheme.
Pickford won the hearts of Soviet viewers with her role in Little Lord Fauntleroy (1921), and Fairbanks starred in such films as the cult film The Thief of Bagdad (1924), The Sign of Bagdad, Zorro (1920), The Three Musketeers (1921), and Robin Hood (1922).
On July 21, 1926, the star couple arrived in Moscow. “It is impossible to describe what was happening at the Belorussky Station. Excited fans of “Little Maria” and “The Thief of Baghdad” filled the entire Tverskaya, and the balconies, windows and even the lanterns were dotted with Maria’s followers. In Moscow, it was called “Morskoy,” actor Mikhail Zharov later recalled. At the Savoy Hotel, where the actors were staying, fans worked around the clock, waiting on the balconies or where the windows opened to catch a glimpse of their idol.
What Mary's Soviet fans couldn't guess: Known for her roles as naive fools, orphans, teenage girls and boys, Pickford was also known off the set for her strong character and business acumen. She carefully checked every point of the contract and was able to skillfully revise existing contracts on new, more favorable terms. She is one of the most successful and influential actresses in Hollywood, and has been called the most famous woman in the world.
Pickford's career, which began in 1909, took off rapidly. Mary's fee was initially $10 a week, but soon rose to $225 a week as audiences began to recognize the young actress, affectionately calling her "Goldilocks."
In 1916, 24-year-old "Little Mary" founded the Mary Pickford Company. That same year, she signed a contract with Adolph Zukor, the founder of Famous Players-Lasky (later Paramount), becoming the first actress in film history to earn $1 million. Pickford's fee for each film in 1919 was an incredible $350,000 for the time.
Also in 1919, actors and directors Mary Pickford, Douglas Fairbanks, Charlie Chaplin, and David W. Griffith founded a company specializing in film distribution and distribution. The creation of United Artists ensured independence from producers.
In 1920, Mary Pickford married Douglas Fairbanks. The couple soon settled into their estate in Fairbanks, which they called Pickfair (a combination of the actors' names). Pickfair was famous for its legendary parties and dinners, which were probably attended by all the famous people of the time.
Fairbanks' income was much less than his wife's, about $100,000 a year. But over the next few years, he would star in popular films, including The Thief of Bagdad (the film had an estimated budget of $1.135 million and grossed more than $3 million in the U.S. and Canada alone). The actor's fees increased significantly.
Charlie Chaplin was named the highest paid actor. After Chaplin signed a contract with First National Pictures, his annual earnings also reached $1 million. The stability of Chaplin's financial dynamics is amazing. Each year, the fee increased tenfold. For signing a contract, the actor received $150 a week in 1914, $1,250 in 1915, and a bonus of $10,000 in 1916. 1917 - Already $10,000 a week plus $150,000 in contract fees. Charlie Chaplin's films were an incredible success with audiences. Four of the director's films became leaders in the silent film box office.
By the early 1920s, most of the major film studios were operating in the United States. Universal Pictures was founded by Carl Laemmle in 1912. Paramount Pictures (originally Famous Players Film Company), founded in 1912 by Adolph Zukor. Fox Film Corp (1915) was produced by William Fox, which later became 20th Century Fox.
In 1918, brothers Jack and Harry Cohn, together with Joe Brandt, founded the CBC Corporation, and in 1924, Columbia Pictures.
In 1923, brothers Jack, Harry, Albert and Sam Warner founded Warner Brothers Prod.
In 1924, producer Marcus Loew led the merger of three film companies—Metro Pictures, Goldwyn Pictures, and Louis B. Mayer Pictures—to form Metro-Goldwyn-Mayer (MGM). In 1927, Warner Bros. released its first sound film, The Jazz Singer, directed by Alan Crosland. The film's budget was $422,000 and it grossed about $2.6 million at the box office.
By this time, several sound films with synchronized sound had already been made, but they were short films. Therefore, the release of The Jazz Singer is considered the beginning of the era of sound films.
This text is part of a new project by Kommersant Publishing House dedicated to business and financial market trends. On our Reviews page you will find more information, including analysis, interviews with experts, and columns on key sectors of the Russian economy.