Exhibitors Herald (Jun-Dec 1917)

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H I B O R H R D M. H. Hoffman to Make Extensive Trip to Consult with Exhibitors on Needs Will Confer With Exchange Managers as to Best Methods for Marketing Flynn Serial "The Eagle's Eye" Hoffman-Foursquare Exchange managers are preparing for a visit from their chief, M. H. Hoffman, during the coming two weeks. Mr. Hoffman has just started on his first extended tour that will take him to all parts of the United States in the interest of his organization. The trip is being made largely to meet personally the many exhibitors who want to discuss matters connected with Hoffman-Foursquare plans, particularly the marketing of the William J. Flynn serial "'The Eagle's Eye." "We have been working hard for six months now," said Mr. Hoffman to a "Herald" representative "and our exchanges are assuming their rightful degree of efficiency and importance in their respective territories. Naturally, some of those most recently established, have not yet had time to get into 'full stride' but these newest offices have started in a manner that is most gratifying. To Interview Exhibitors "I am anticipating, with liveliest interest, the many meetings with big exhibitors (and the smaller ones, as well) arranged for me by my exchange managers. They all appear pleased with Foursquare products and plans, and to that end they feel that interviews can help in certain plans we are formulating. "But especially is there a tremendously keen interest in the distribution of the forthcoming William J. Flynn serial supreme, 'The Eagle's Eye', which the Whartons are now making. There is every indication that nothing of a serial nature ever created even a fraction of the interest now being aroused by 'The Eagle's Eye.' "The part of the country in which 1 have a deal of interest is the south, and my visits to our exchanges in Atlanta, Dallas and New Orleans should prove illuminative. "Contrary to belief which prevails in some quarters, the south is experiencing a period of prosperity that can be turned to account by motion picture organizations, if tbev offer what is wanted. It is a mistake to continue assuming that the south cannot give such business to the motion picture distributor. South Wants Fine Films "It is true that a year or more ago. when selling the cotton crop was so difficult, that the south felt the necessity for economy. But more than anything else that put a damper on motion picture business in that section was the quality of pictures that some concerns tried to sell. "No one can, or should blame the southern exhibitor for turning his back on program material of the 'ordinary garden' variety. He merely got tired of this class of picture and refused to inflict it upon his patrons. "My long personal contact with southern exhibitors was of great benefit. I came to understand their business sagacity, as well as their fine personal qualities. What these gentlemen want is the feature of quality. That means pictures of six and seven reels to form the bulwark of their programs, that are strong in every particular and reflect atmosphere." No Metro Merger Rowland States New York, Dec. 4. — The widely circulated reports that the Metro Pictures Corporation is to merge with the Paramount Pictures Corporation on Jan. 1 received emphatic denial here today from Richard A. Rowland, president of Metro. "The report of a Metro-Paramount merger is absolutely without foundation," declared Mr. Rowland. "Metro has no intention of merging with any company." According to the story current both here and in Chicago, Adolph Zukor, anxious to have associated with him the man he considers "the second brightest man in the film business," made overtures to Mr. Rowland and that a consolidation was agreed upon to become effective Jan. 1. GIANT CONSOLIDATION (Continued from page I}, col. 3) dollar's each which would amount to four hundred thousand dollars each week. Saving of ten times thirty-five positive prints, which would amount to sixty-seven thousand five hundred dollars. Saving of overhead and operation of exchanges by concentration, which at a very moderate estimate would be thirty-two thousand five hundred dollars per week. "In total this is an estimated saving of five hundred thousand dollars per week. "Why should we, as exhibitors, carry an unnecessary burden of five hundred thousand dollars per week? No other line of business would. These conditions can be cured by amalgamation.'* Berst Assails Project Mr. Berst in replying to Mr. Mastbaum's telegram pointed out that the very competition of which he complains is the salvation of the exhibitor. Any combination, according to Mr. Berst, would automatically increase prices and the burden of competition would be shifted from the shoulders of the distributors to those of the exhibitors. His reply follows: "The so-called waste and overproduction about which you complain in your eight hundred and thirty-three word telegram mean the salvation of the exhibitors of the United Slates and not their destruction, as you seem to believe. "It is true that competition today is so keen that a great many of the producing companies that are not making good pictures are losing money. The distributing companies that have no good pictures to sell are also losing money, by reason of the same competition, but Pathe and a few of the other good companies that are selling pictures at prices that assure a profit to exhibitors are prospering and will continue to prosper. Exhibitors Need Competition "This very competition is the exhibitors' strongest protection. It means to you better pictures at lower prices. It is my opinion, based on twenty-three years' experience in the motion picture industry, that any combination of the producing and distributing units would strangle the exhibittors of this country. The combination you seem to have in mind would mean fewer pictures which would shift the burdens of competition from the shoulders of the producers and distributors to those of the exhibitors. Any decrease in competition would mean an automatic increase in prices, and I am frank to admit that at the present time, the exhibitors generally are not able to carry any more burdens than they are now struggling under. "I am answering your telegram by mail, because I think that waste of all kind should be eliminated when the Government is striving so hard for economy." The discussion occasioned by Mr. Goldfish's interview is in line with numerous other controversies which at various times have aroused the interests of the industry. ; THREE SCENES FROM FORTHCOMING GOLDWYN PRODUCTIONS I.Kl-T MARY GARDEN IN A SCENE FROM "THAIS." CENTER— MAE MARSH IN "THE CINDERELLA MAN," AND A SCENE FROM REX BEACH'S DRAMA, "THE AUCTION BLOCK." (Goldwyn.) 16