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Principles of Layout 277
But most important, this practice usually means the loss of ticket sales which would have been made if the standard cuts had been used effectively.
Why, then, neglect the standard materials? Is it because the use of these materials is not generally understood?
It might be argued that the cut service of certain producerdistributors is so inferior that their material cannot be used. There is, admittedly, a wide variation in the quality of cut service rendered by the different companies. This is something which should be considered in arranging your film contracts. Suppose two competitive producer-distributors offer for sale two photoplays of equal merit. A rental of $ 1 00 a day is asked by one. A rental of $125 a day is asked by the other. If the cut service of the producer-distributor asking the $100-a-day rental is so inferior that you are forced ta have cuts prepared locally, you have really the better bargain by buying film at higher rental from the producer-distributor with superior cut service. The inferior cut service cannot be used. This means that you have the following expenses: the salary of a staff artist, the expense of photo-engraving prepared locally, the expense of electrotyping prepared locally. This expense more than balances the $25 you might have saved in film rental.
Plus this is the fact that the locally prepared work will never be of a quality equal to that which is available in the standard cut service of certain producer-distributors. Therefore consider cut service. Do not judge the value of cuts by the way they appear on smooth, glossed paper such as is used in the press sheets of some producer-distributor companies. You know well that the cuts will not reproduce in the same way on the coarse newspaper stock. When the press sheet is printed on the same grade of paper as is used by newspapers, you have an idea of how the cut will actually reproduce in the newspaper. When theatre advertisers realize this point, press sheet paper will no longer be used to hide deficiencies in cut service.
Combination Houses.
It might be argued that a staff artist is necessary at a theatre with a combination policy of vaudeville and photoplays. Why?