Exhibitors Herald (Jun-Dec 1917)

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H B O R H R D Pettijohn Urges Exhibitors to Prepare For Slump and Fight High Cost of Stars Predicts Falling Off in Business as War Progresses — Deplores High Salaries Paid Motion Picture Actors and Actresses — Suggests Remedy Goldwyn Optimistic on Tax Situation. No Depression — Claim Special Productions Suffer No Drop in Bookings. Reflects Confidence of Industry In the following letter from Charles C. Pettijohn, general manager of the American Exhibitors' Association, exhibitors are warned that as soon as the casualty lists commence to come in from the battlefield in France that attendance at motion picture theatres will drop. Mr. Pettijohn calls attention to the fact that such was the case in Canada, and to overcome this condition he suggests that concerted action be taken to meet the crisis. High Salaries The A. E. A. manager points out that the one thing to "insure the future success of the entire industry" is to combat the high salaries now being paid stars. He suggests that these salaries be placed at sensible figures that every exhibitor can keep his theatre open, pay the war tax and earn a livelihood. The letter follows: The war tax has arrived for an indefinite stay, and the tax of 15 cents per reel has been offered to the exhibitor for "adoption." Attendance at motion picture theatres has fallen off during the past thirty days and it will fall off a great deal more, as it did in Canada, when we begin to receive news from France of the deaths and wounding of the boys of our patrons. When these messages begin to arrive many familiar faces will be absent from the little neighborhood theatres. \ Must Face Conditions These conditions must be faced by all the exhibitors of motion pictures. Some motion picture theatres can raise t heir prices; others cannot. Experience has taught us that the public does not attend motion picture performances on empty stomachs. One thing can be done which will absolutely insure the future success of the entire industry. It is not good business sense to pay stars of productions intended for .3, 10 and 15-cents amusement, salaries which exceed five and ten times the amount received by the President of the United States in this same crisis. The salary of the active head of the greatest corporation in the world is insignificant when compared with the salaries of some of the people starring in 10-cent motion picture productions. Suggests Sensible Salaries If the salaries of these stars would be placed at sensible amounts, every exhibitor in the United States could keep his doors open during this war, pay his war taxes, assist his government in every possible way, and make a decent living. At the present high cost of service', which necessarily results from the exorbitant and unreasonable salari.es paid to certain stars, many motion picture theatres can pack their houses and fill every seat and yet not make any money. This condition of affairs is unnatural and unreasonable. Solve this one problem; remedy this one evil' pay the stars every penny they are worth, and every branch of the motion picture industry will be on a sensible and paying basis in twentyfour hours, with absolutely nothing to fear from present conditions. Chari.es C. Pettijohn, General Manager, American Exhibitors' Association, Inc. The questions raised by Mr. Pettijohr. are important ones, vital to every exhibitor, and deserve careful attention. The co-operation of every theatre man is invited to help solve these problems. Seelye Is Dropped By Pathe Exchange Company Announces Business Manager Is "No Longer Connected" It was announced at the offices of the I'athe Exchange, Inc., this week, that C. R. Seelye, who has been business manager for Pathe for the past year, is no longer connected with the organization. The war tax situation, which many persons in the industry believed might temporarily exert a depressing effect upon business, has been productive of no ill effects in the booking of Goldwyn pictures. In Canada, where the temporary changes in the war situation no longer exert any material influence, Goldwyn's contract business is booming, the company says. * Goldwyn Distributing Corporation is having success with its special productions and reports heavy bookings of Rex Beach's story, "The Auction Block," George Loane Tucker's picturization of Hall Caine's book, "The Manx-Man," and the Ira M. Lowry production, "For the Freedom of the World." Mr. Beach's picture has been distributed to all of the Goldwyn offices in North America and is also in Australia in the hands of the Goldwyn representatives. The Manx-Man Company's bookingof "The Manx-Man," through Goldwyn are climbing, it is asserted, and Ira M Lowry's "For the Freedom of the World," a war panorama, is also meeting with success. Goldwyn offices it the various American zones have theii prints of this picture. STAR OF "THE STRUGGLE EVERLASTING" SERVES TEA FLORENCE REED INDULGING IN FIVE O'CLOCK TEA AT THE STUDIO AFTER A HAK DAY BEFORE THE CAMERA. BESIDES MISS REED, HARRY RAPF. JAMES KIRKWOOD AND EDWIN MILTON ROYLE APPEAR IN THE GROUP 16