Exhibitor's Trade Review (Nov 1925 - Feb 1926)

November 21, 1925 Page 1 > Raymond Pawley Surveys European Conditions POOR EQUIPMENT "In both the United Kingdom and the Continent the motion picture theatre is a pretty poor affair, and to a very large extent can be likened to those of the United States of some ten or twelve years ago. In the entire United Kingdom one finds only about four theatres comparable in size to the Strand in New York — one each in London, Cardiff, Liverpool and Glasgow. Excluding the Gaumont Palace in Paris, now operated by Metro-Goldwyn, I believe the only house on the Continent that appproximates this class of theatre is the Ufa Palace in Berlin ! backwardness is retarding the business in Europe. At present there is a decided 'hands off' attitude — -a feeling that they know just as well as we do, if not a little better, what their public wants in the way of entertainment. There are exceptions, of course. Reginald Ford is trying to put over American theatre methods in Paris, Rachmann in Berlin, and Somlyo in Budapest, and it appears that European progress will come only through such as these, or through direct American enterprise. THE ANTIAMERICAN FEELING RAYMOND PAWLEY, first vice president and treasurer of Producers DistributingCorporation returned to America this week, after an absence of almost two months in Europe. Mr. Pawley made an extensive tour of the continental countries as well as Great Britain, and while the trip was really a pleasure tour, he took time to study the foreign film market and make a general inspection of the new distributing machinery recently set up to handle the Producers Distributing releases in England and on the continent. As a motion picture executive, versed in the problems of distribution, and a veteran film man of practical experience in the exhibition field, Mr. Pawley's observations are of interest to every one in the industry. In summarizing his tour, he says : "For anyone interested in the development of the motion picture industry, European conditions should not be ignored; it is a subject well worthy of careful study. One can hardly make an exhaustive survey of European conditions in a few weeks, but the time I spent abroad has been ample to confirm the opinion expressed by some observers, to the effect that this market will eventually be the most important world outlet for motion pictures. "My itinerary included a visit to London and our seven new branch offices in the United Kingdom ; Paris, Berlin, Vienna and Budapest. In England, Scotland and Wales, with Mr. Vogel and Managing Director A. George Smith, of the Producers Distributing Company, Ltd., I met the branch managers and staff, talked with prominent exhibitors, and inspected the first run theatres in all branch cities. In Berlin I had several conferences with the directors of National Film Company, our contracting distributor in Germany, and others of the industry ; inspected the new offices in Berlin of our Central European representative, Mr. Kofeldt, and a number of the important theatres of the city. In Vienna I had conversations with a number of those interested in the motion picture business and inspected the theatres. In Budapest the time was largely employed in an inspection of the field in Hungary, Austria and Roumania, and conferences on proposed plans for distribution of our product in these countries. KEEN PUBLIC INTEREST "Everywhere one finds popular interest in the motion picture of entertainment ; it is the amusement of the so called 'masses' in Europe as well as in America. In Berlin they crowded the big Ufa Palace to see 'Charley's Aunt,' just as they did in New York and in small neighborhood theatres. I saw a thousand people climb eight flights of stairs, pay admission prices ranging from two marks (48 cents) to five ($1.20) ; crowd into a small, illy ventilated hall and laugh at the same scenes and generally enjoy the picture quite as our American audiences do. "In London, Paris, Budapest — in big cities and little towns, they are all doing good business, but, generally, with comparatively primitive theatre equipment. PRESENTATIONS RETARD BUSINESS "The modern form of presentation of pictures, as we see it in America's best firstrun houses, is practically unknown in Europe. Raymond Pawley This would seem to be due to the fact that the average European exhibitor is unenterprising. He seems satisfied to give his audiences just as little as possible for their money. This, in a way, is a repetition of our history in the United States, and the European exhibitor has yet to learn, as those of America did some years ago, that the development of their business depends largely upon a well balanced program, with appropriate music, better and bigger houses comfortably equipped and well managed. "Of course there is excuse for lack of European progress in these respects. While we in American were developing these branchs of the business, Europe was busy with the war, but I see nothing in present conditions to preclude her now making progress along the same lines we followed. "We must not overlook the facr that this "In England a great deal of publicity is being given, both in the trade and public press, to the subject of British production, with considerable opposition feeling against foreign productions, American pictures and methods in particular. This agitation, started, I believe, by a few disgruntled British producers, has now been seriously taken up by the organization of British Trades, which feels that British prestige is menaced by the dominance of American pictures. But while they like English pictures — if tney are good— at no point did I find important exhibitors particularly interested in this anti-American movement. English exhibitors like American pictures. First, because they are relatively inexpensive, and secondly, because they are generally of better quality than they can get elsewhere. Moreover, they are making money with them. PRO DIS-CO., LTD., ESTABLISHED "In the United Kingdom good progress has been made in the organization of our subsidiary, the Producers Distributing Company, Ltd., and in the sales of its first program of fourteen pictures. Mr. Vogel made a wise choice in his selection of Mr. A. George Smith as managing director of this enterprise. Mr. Smith enjoys the respect and confidence of the trade and of his employees, and the fact that we now have, in so short a time, a smoothly running, well managed distributing organization, is a tribute to his ability. Learn more about pictures you are showing and you will make more money. Reading the Exhibitors DAILY REVIEW and EXHIBITORS TRADE REVIEW will give you invaluable information at a cost of only $5 a year.