Ambrosio Comes Back (1916) 🇺🇸
The famous Italian Producer in New York to study conditions — his plans and ideas for the future.
by W. Stephen Bush.
The simple news that Ambrosio is coming back into the American market will interest every reader of The Moving Picture World. Ambrosio has given the American market some first-class money-makers not to speak of the high artistic value of all his films.
Mr. Ambrosio or to give him his full and proper title Cavaliere Arturo Ambrosio has been in this city for the last two weeks or more accompanied by his business agent and interpreter, Mrs. F. K. Schultz, whom the American film world has favorably known for many years under her maiden name of Frieda Klug.
Cavaliere Ambrosio has just completed some extensive additions to his wonderful studio in beautiful Torino. With the respite afforded by the war he has decided to come here and acquaint himself with conditions here and to revive to new glory and profit the name of Ambrosio. In all my experience I never met a more modest, plain and unassuming man than this gifted Italian, of whom it may be truthfully said that “he is one of those men of rare talent who unite the imagination of the artist with the executive skill of the practiced workman.” In Italy no film man stands higher than Ambrosio. He was knighted by the king because he taught His Majesty the art of taking pictures, and he gave the Queen of Italy a complete course in the art of kinematography. The report made to him by Mrs. Schultz who was here about four months ago induced the Cavaliere to come to America and study men and conditions in our country.
“I find,” said the Cavaliere in the course of a most interesting talk with the writer, “that it pays the European producer to give a little more attention to the American market. You ask why? Well, here is the reason: If I produce with the European market uppermost in my mind I find that in nine cases out of ten the American taste is not suited. America is a wonderful country with a civilization all its own and its taste is of course quite different from the taste of Europe. Now while you in this country decline to accept the taste and the standards of Europe, I find on the other hand that Europe accepts your tastes and your standards. If I therefore manufacture with the demands of the American market uppermost in my mind I have no difficulty whatever selling m y usual number of copies in Europe and I can sell many more in your country. The American play is popular in Europe everywhere.
This statement accorded well with what an English film buyer had told me but a week before, i. e., that of the plays shown on the London stage ninety per cent, were of American origin.
“I do most sincerely admire your people and your country,” continued the Cavaliere, “and I certainly am going to make a determined attempt to win some of your market.”
“The name Ambrosio is a good name in this country now,” I suggested.
“Yes,” replied the Cavaliere quietly, “but that alone will not sell any films. The performance must be back of the name, and that is what I am striving for now. I cannot say that my plans are entirely matured, but there is no doubt that the firm will be represented here again before the year 1916 is very old. Now, in regard to my productions I want to consult American ideas, and as far as I can I want to suit the American taste. I will have a man in my studio who understands American peculiarities, and he will be at my side constantly. I want good American stories, and there are negotiations now pending for securing some first-class American talent. I honestly believe that my studio in Torino is without a peer. My facilities and resources are greater than ever before. I have to return to Torino shortly, but I will come back here and either personally install my American branch office or have it put in immediate charge of Mrs. Schultz, who knows conditions so well and who has proved her business ability.”
The Cavaliere is a great worker and student. In the short time he has spent here he has seen different parts of the country and he has rapidly absorbed a knowledge of American atmosphere. He has seen the city and the country and I was surprised at his powers of observation. The varied scenery and the domestic architecture impressed him as very interesting. He reasoned shrewdly enough to the importance of the home in all American life, for men would not spend so much care and money for their homes if they did not love these homes. “Che belle casette d’abitazione” was a frequent exclamation of the Cavaliere while he was spending a delightful day in the charming suburban towns of Southern New Jersey.
Cavaliere Ambrosio and Mrs. Schultz will sail for Italy within the next few days.
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Collection: Moving Picture World, January 1916