The Weiss Bros. – Artclass Pictures Part 1
Posted August 12, 2012on:
It started with a nickelodeon in 1907…
The Weiss Brothers, pioneer motion picture exhibitors, producers and distributors, financed, produced and/or distributed around 200 feature films, serials, and hundreds of short subjects, from 1915 until the late 1930s. Today they are barely a footnote, even to hard-core vintage movie buffs.
In 2004 I purchased the motion picture holdings of Weiss Global Enterprises with the goal of acquiring the Lippert Pictures collection with its 100+ feature films. Included in the acquisition was the Weiss Brothers film library, the motion picture holdings of their parent company, Artclass Pictures Corp., and its affiliates, Clarion Photoplays, Stage and Screen Productions, Superior Talking Pictures, Exploitation Pictures, and others. Most of the movies were unremarkable, filmed in only a few days on low budgets; some looked like they had no budgets at all.
Unfortunately, the copyrights had expired on those they had bothered to copyright in the first place, so there was no realistic way for me to exploit them commercially; a pity since most of the silent comedies and sound features survive in preserved safety film elements.
One day I was going through several file cabinets of old Weiss Bros. correspondence going back to the 1920s and learned later that one year before purchasing film library most of the correspondence was thrown out. This included original artwork and letters going back to the 1910s. Nevertheless, my interest was piqued and discovered that although there is information on most of the films, there is little information about the Weiss companies and those references I could find were often condescending.
I concluded that whatever production values were lacking in their output, they did make an effort to entertain audiences for over 20 years, and that deserves more than a footnote. There was virtually no biographical information about the brothers themselves with the exception of some short biographical paragraphs they wrote in the early 1930s for publication in the Motion Picture Almanac.
Adolph Weiss – Louis Weiss – Max Weiss
Samuel “Weisz,” his wife Lena, and their eldest son, Adolph (1879 – ?), immigrated to the United States from Hungary in 1883, settling in New York City, where he worked as a clothes presser. Adolph and his younger brothers, Max (1886 – ?) and Louis (1890-1963), were the team who were to become motion picture impresarios; a sister, Anna, completed the family unit.
Neither Adolph nor Max ever married, but Louis and his wife, Esther “Ethel,” who was a former Ziegfeld Follies girl under her maiden name of Esther Gruber, had two sons, Adrian (1918-2001), who had a long career working in motion picture production and distribution, who I knew; Peggy Pearl Weiss (1921-1993), and Samuel Martin “Marty” Weiss (1926- ). As the family expanded, the entire family usually lived under the same roof for the majority of the next three decades.
Adrian Weiss and his wife, also named Ethel, had two sons, Steven, who formed Weiss Global Enterprises with his father in 1971, Lawrence, and a daughter Karen. Through the years, Adrian wanted me to buy his film library, but his asking price was not realistic…two years after his passing I purchased it from his estate.
Adolph Weiss was a bright entrepreneur; even-tempered and philosophical, later becoming a vegetarian who practiced yoga. He was 7 years older than Max, 11 years older than Louis, and made it a point to look after his younger siblings, and mentor them in business.
While still a teenager, Adolph “became involved,” as he put it, with partner Samuel Goldhor, in the Welsbach Lamp and Fixture Company, operating at 3rd. Avenue and 11th St. in New York City. Carl Welsbach owned many important patents, including for the metal filament used in the light bulbs, so presumably it was a busy enterprise.
Determined to make Max and Louis successful businessmen, Adolph gave jobs to Max and Louis, who were little more than children.
In 1900, at age 21, Adolph claimed that Welsbach was “insufficient to occupy my time,” and began purchasing various Edison Phonograph and Victor Talking Machine franchises, and the talking machine department of Western Electric Co. He opened the Western Talking Machine Co. of Philadelphia, several phonograph stores in New York and Philadelphia; and ran the Victor Jobbing Agency on South 9th St. in Philadelphia, which acted as agents for the manufacturers of phonographs and related products. He brought both his younger brothers into his enterprises, teaching them how to manage retail businesses, and later made them partners.
It isn’t known when Adolph sold his phonograph businesses, but in 1907 he brought his brothers into his new entertainment venture, motion picture exhibition, although Louis continued selling phonographs for at least a few more years. They branched outuntil they owned and operated at least 16 theatres (Moving Picture World claimed 50, which is doubtful), in Manhattan, Brooklyn, Long Island, New Jersey and Connecticut.
Photographs taken in July 2012 of the former locations of what are likely the first Weiss Bros. theatres. Top: Avenue A, 51 Ave. A. Bottom: Avenue A, later the Hollywood, 98 Ave. A. (Photos courtesy of Eric Spilker)
The Brothers decided to start producing motion pictures in 1915, formed Clarion Photoplays, and soon after, Weiss Brothers – Artclass Pictures, which became their parent corporation. Adolph served as Treasurer, and in charge of titling; Max was President, and handled worldwide distribution. Louis was the brother who truly loved producing movies, and relished being Vice-President in charge of production.
Artclass’ output was distributed on a “State’s Rights” basis, the usual distribution method utilized by low budget independent producers because it allowed them to sell their productions to various regional film exchanges for a predetermined price. Louis gained valuable knowledge about State’s Right’s distribution while working at independent film exchanges in the 1910s.
In 1919 the Brothers sold their theatre interests, except the original Avenue A, and the Fulton Theatre, Hempstead, L.I., which Max continued to operate on a policy of both vaudeville and movies.
The first Weiss Bros. release was a white slave exploitation drama, “It May Be Your Daughter” (Clarion/1916), written by George Merrick, who became a frequent Weiss collaborator into the 1950s, and produced by a dubious organization called the “Moral Uplift Society”; although Louis later said Clarion actually produced the film. In any case, it ran into censorship problems from the start, and was banned in, among other places, New York City, and all of the UK.
Subsequent releases included a series of “Lilliputian Comedies,” which appear to be lost to history; a mystery, “The Open Door” (Robertson-Cole/1919); and another exploitation film, this time a temperance drama, “It Might Happen to You” (Artclass/1920).
In 1919 the Weiss’ company, Numa Pictures Corp., acquired motion picture rights to Edgar Rice Burroughs novel, “The Return of Tarzan.” State’s Rights Distributors were unwilling to pay the premium the Weiss’ were asking, so the Brothers went ahead and produced the nine-reel film at a studio in Yonkers, with location filming in Florida, Balboa, California, and the L-KO Motion Picture Company zoo in Los Angeles. The movie was sold outright to Goldwyn Pictures at a tidy profit, where the title was changed to “The Revenge of Tarzan,” so that the public wouldn’t mistake it as a reissue of the original “Tarzan of the Apes” (National Film Corp/1918). Advertised as costing $300,000 to produce, which is believable, the movie itself was only so-so, despite the multiple locales, huge numbers of extras, and innovative aerial shots. According to ERBzine, it was the fourth biggest money earner in 1921, even out-grossing Rudolph Valentino’s “The Sheik.”
Weiss’ next endeavor was a 15 episode serial, “The Adventures of Tarzan” (Artclass/1921) produced in conjunction with Great Western Production Co. This time the State’s Rights distributors accepted the Brother’s terms, and were rewarded with a blockbuster. Max went to Europe and successfully sold the serial in many foreign territories as well. In 1928 it was reissued in a 10 episode version, and again in 1935, with an added sound track. Only this shorter version survives, although the UCLA Film and Television Archive now has enough footage from different sources, including mine, to restore it to its full- length.
Footage from the serial was reused many different times in subsequent Weiss Bros. productions, looking more creaky and outdated as the years went by. Over half of the Louis Weiss production of “The White Gorilla” (Landres-Weiss/1946), was made up of stock footage from the old serial, and the DVD version offers some fragments of the original serial as a special feature.
My next blog picks up the Weiss Bros. story starting in 1922 and continues through the end of the silent era.
American Film Institute, Eric Spilker, Exhibitor’s Herald 6/24/22, IMDb, International Motion Picture Almanac 1936-37, Kit Parker Collection, Margaret Herrick Library, AMP&AS, Moving Picture World 4/8/22; 10/14/22; 10/7/22, New York Census (1925), New York State Archives, New York Supreme Court, New York Times 5/14/24, Martin Weiss, Steve Weiss, U.S. Census (1900, 1915, 1920,1930), U.S. Copyright Office
Special thanks to Bob Dickson, Margaret Herrick Library, AMPAS
Weiss Bros. – Artclass Pictures on DVD –
“After Six Days” (Artclass/1922) and “Yesterday and Today” (UA/1953)
“Weiss-o-Rama” Weiss Bros. comedy shorts from the original negatives
Adrian Weiss’ “Bride and the Beast” (Allied Artists/1958) and Louis’ Weiss’ “The White Gorilla” (Weiss-Landress/1946); both from the original negatives:
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