Exhibitors Herald and Moving Picture World (Oct-Dec 1928)

24 EXHIBITORS HERALD and MOVING PICTURE WORLD October 6, 1928 EXHIBITORS HERALD and MOVING PICTURE WORLD Martin J. Quigley, Publish ere ^Editor Incorporating Exhibitors Hirald, founded in 1915; Moving Picture Wouj, founded in 1907; Metography, founded in 1909; and The Film Index, founded in 1909 Published Every Wednesday by Quigley Publishing Company Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A. Martiw J. Quiglky, President Edwih S. Clifford, Secretary Georce Clifforr, Asst. Treasure) Member Audit Bureau of Circulations Copyright, 1928, by Quigley Publishing Company All editorial and business correspondence should be addressed to the Chicago office Other Publications: The Chicagoan and Polo, class journals; and the follow lag motion picture trade publications published as supplements to Exhibitors Herald and Moving Picture World: Better Theatres, every feurth week, and The Buyers Index, published semi-annually. Whole Vol. 93, No. 1 (Vol. 35, No. 4) October 6, 1928 The Sapiro Project ''T^HE independent theatre movement headed hy Mr. JL Aaron Sapiro has been definitely abandoned. The passing of this project, which at the outset offered much promise, is a development of considerable interest. Mr. Sapiro who appeared eminently qualified to lead this movement now very candidly admits failure and the reasons he ascribes for the non-success of the project are accurately reminiscent of the reasons which continuously in the past have militated against the progress of every similar movement among independent exhibitors that has been undertaken. The independent exhibitors participating have been unwilling or unable to stand together in those ways which are essential for the success of cooperative undertakings. We have freely criticized certain activities and certain utterances of Mr. Sapiro in connection with this work, but we are glad to be able to record our opinion that the candid and courageous attitude now displayed by Mr. Sapiro leaves him, even in face of the failure, in a position of dignity and strength. It is to be hoped that this able and experienced executive will not be lost to the picture business and that some new interest— wholly of a constructive nature and policy — will be undertaken by him in the industry. » » # W arners March THK triumphal march of the Warner brothers continues. Aided by the strong financial interest with which they are associated, the firm headed by the brothers Warner appear almost daily in the news of the industry in connection with some important development and acquisition. After having achieved a position of wide influence in the theatre market tli rough the purchase of control of the Stanley (lompany of America, the Warner firm now apuean in another theatre deal of considerable importance in connection with the: Skouras circuit. The prospect, therefore, is very definite that the Warner firm, in addition to it strength in production and distribution, intends that it shall be no small factor in the theatre market. An interesting and important feature of the St. I.ouis circuit deal is the fact that Mr. Spyros Skouras, who is everywhere regarded as one of the ablest young executives in the theatre business, will be in charge of the Warner theatre activities. It has already been learned at a great cost by several interests that management is more important than theatres and that new and increased theatre holdings, without adequate management, are liabilities and not assets. It is therefore highly promising in connection with the Warner brothers' expansions in the theatre field that they will have the services of such a qualified and experienced executive as Spyros Skouras. The practical consolidation of First National with Warner Brothers seems inevitable as the result of the purchase of control of the former concern by the latter. Just when and how this will be brought about will probably be a matter for action in the early future. But, it may be noted, with the resources and personnel of these two leading producing and distributing firms linked together there will be created a unit of sufficient strength to make its coinpetition felt at the very top of the industry. * • * Relief THE industry must not lose its reputation for quick response to afford assistance when any portion of its public has suffered a grave misfortune. In a few quarters efforts are under way to offer relief to victims of the Southern hurricane, but thus far there has been nothing in the way of an industry-wide response. It is to be hoped that, both because of the industry's responsibility and because of the opportunity to keep up the creditable record, in the existing emergency the motion picture business will lend a strong and willing hand to the victims of the disaster. « * * Films and Theatres THROUGH negotiations now under way the William Fox interests appear to be headed toward a powerful position in the Greater New York theatre field through the acquisition of between thirty and forty representative theatres. This development, linked with the other important expansions being carried on throughout the domestic theatre field by Mr. Fox, assures the Fox interests an enviable position in controlled outlets for product. And this situation considered alongside of the calibre of the product now being put out certainly must afford a pleasing prospect. * * * Novelty THE fact that novelty is always a factor of tremendous importance in the show business is something that is likely to lend special significance to the productions to be issued by the World-Wide Picture corporation, the company headed by Mr. J. D. Williams which is to publish in the United States productions made abroad. It need not be contended that at this time European pictures excel the quality of the Hollywood product, but aside from questions of abstract quality the picture made in an entirely different environment, by a different personnel., naturally will have about it an element of newness and novelty which comprises a great attraction value, everywhere throughout the world but particularly in the I nited Slates where there is a ready-made interest in the article of foreign origin. \t a recent private exhibition one of the World-Wide productions, "Moulin Rouge," was disclosed. An inescapable feature of this picture is a certain "different" characteristic which is very much apart from that found in the usual Hollywood picture. This is particularly notable ill exterior shots where the realism of the foreign settings, as called for in the story, is most effective.