Halperins Follow 'Scientific' Formula in Film Production (1937) 🇺🇸
Not so long ago, the Halperin Brothers, Edward and Victor, or vice versa, arrived in California. Recent college graduates and unprepared for any particular profession, it was a question of “sink or swim.” Preferring to swim, they found themselves formulating sets and plans for a motion picture production.
Presented by David J. Hanna
Hearing tales of fabulous fortunes being wasted on inconsequential picture productions, they decided something was wrong. They labored under none of the illusions that beset many newcomers to Hollywood. By no means did they consider themselves as singled out by destiny as saviours of the industry.
“But,” they opined, “why couldn’t a picture be produced with the same sense of security and responsibility that a man opens a clothing store. Although a motion picture production property might not be as materialistic as a store stocked with merchandise, the same identical methods of safe and sane operation could well be practiced.”
With a small nest egg, they started production. Their first few efforts, while meeting with comparatively meager box-office success, still carried out their theories of motion picture production. Then suddenly, they clicked. The picture was “White Zombie,” and it was grabbed by United Artists for release. It set a new vogue in screen entertainment. Soon Hollywood picked up its ears and started asking questions about les frères Halperin.
A long list of pictures followed, all made for major releases. As soon as the boys finished one, the bids always began to pour in. The Halperins decided to bring their experience in producing for the majors into the Independent market.
Their first step was an eight thousand mile trip around the country, during which they personally contacted distributors and exhibitors alike. Their trip resulted in the formation of plans to produce what is anticipated to evolve into a series of eight exploitation features yearly. Produced on major budgets, they feel fully confident that they will receive commensurate returns. Their first, “Nation Aflame,” has already been completed.
Aflame has already received recognition from the Hays office, women’s organizations and is being sponsored by the American Legion. A cast of comparatively fresh faces has been used in this picture and the Halperins expect to use them as the nucleus of their future productions, eventually bringing them together as contract players. The next Halperin picture be produced is “Merrily We Go to Jail,” which will employ fourteen well-known comedians. Penned by Damon Runyon, it is a saga of the hobo. Also scheduled for early production is “Court for Girls,” another timely feature.
The Halperins boast a far greater average of successful pictures than many of the major producers. The success of their product may be attributed to their ability to produce “different” pictures.
“We have always tried to be unique,” said Victor Halperin. “In lining up our stories, we strive to obtain material that differs from the run-of-the-mill offerings of Hollywood studios.”
“To this end,” brother Ed [Edward Halperin] picked it up, “we use a scientific formula, a chart so to speak. Before we begin a picture we write down a list of questions — questions that might be asked everyone concerned in the film’s making and seeing, the distributor, exhibitor, audience, director, etc. When, and only when, our story measures up to every one of the established qualifications, we start laying the foundation of production. In such cases where our contemplated picture misses out on a point, we then go about the task of rectifying it.”
In the face of the former successful features produced by the Halperins, it is a welcome addition they make to those Independent producers who choose to release through the indie channels rather than through major organizations. Aware of the importance of the exhibitor’s part in making or breaking a motion picture, they intend, always, to give him a strong selling angle, a unique story and good production. Little of the fixed burdens making most producing companies top-heavy encumber the Brothers Halperin. Quietly they chart out the production course, beginning work when every detail has been carefully worked out. Ed is Producer of the pictures, while Victor has become known as a consistent and an excellent Director.
An unusual team, these Halperins, one that has already established itself in the industry. And with the new set-up, opening as it does a vast field of wider scope for their talents, the boys should soon be attaining even greater heights in this picture making business. They should be warmly welcomed by every independent exhibitor who recognizes that a broader market of quality films will improve his situation.
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Collection: Independent Exhibitors Film Bulletin, February 1937