Year book of motion pictures (1925)

ments during 1924, owing to decreased production in Germany and irregularities experienced in handling German films, as well as the growing demand for American dramas of high quality. Methods of Sale and Shipment — Prices Most of the distributors in Berlin and London send their representatives to visit the Baltic dis tricts about once a year to study the market capacity. Local distributors also make periodic trips to Berlin to make selections, and one distributor contemplates direct contact with a number of American firms in order to insure better service and price. The films are usually shipped in the usual tin containers. Terms are generally on a cash basis. Theater owners in the cities usually rent films from the distributors at $125 to $185 per week for 1,500 to 2,000 meters of films, including advertising service, etc. A tax of 20 to 30 per cent of gross revenue is paid by the theater owners to the respective Governments as a luxury tax. Apparently that is little difference between the average price of rental of German and American films, although certain special feature films of American manufacture are considered somewhat too expensive. High Class Films in Demand The principal motion picture theaters in the Baltic Republic cater to a limited trade, confined, principally, to the cities, but are apparently doing a paying business. The purchasing power of the population is comparatively low, and little effort has been made thus far to educate the mass of the people to patronize the theaters. However, the demand on the part of the present trade is pecularily persistent. Films produced by renowned artists featuring either heavy drama or light-semi-serious comedy are keenly appreciated, and, generally speaking, the trade consists of persons who would sacriV other nl»Tsnres rather than forego seeing good film productions. Censorship in Latvia of motion pictures is considered quite strict Scenes of violent murders or of immorality are forbidden . In Esthonia and Lithuania, the censorship is said not to be quite so stringent. Children under 18 years of age are not allowed in the theaters, except when special children's films are displayed. Regulations in each country provide that all films must be prominently in the native language of the country, as well as in Russian and German, a feature which is taken care of by the local distributors. However, in Lithuania only the Lithuanian and Russian languages are used on motion pictures. Owing to the fact that practically all films used in these countries are inter-changed, considerable inconvenience and expense is incurred from the necessity of changing inscriptions to suit the regulations of the importing country. — Jan. 10, 1924. A report issued March 28, says : There are 85 theaters in the Baltic Republics of Latvia. Esthonia and Lithuania, according to figures made public by the Bureau of Commerce, This represents an increase since 1922 of 35 houses. During 1923, German made films displayed in these countries averaged about 65 per cent, American 30 per cent ami French 5 per cent. Indications are that films of American manufacture will supply nearly 50 per cent of the market requirements during 1924 owing to irregularities in handling German films as well as the growing demand for American dramas. CHINA By Vice Consul M. M. Hamilton, Canton Moving pictures are growing more and more popular in Canton. Not only are they in favor among the 2,000 foreigners residing at Canton, but an increasing number of patrons is found among the native population, which is estimated at well over, 1,000.000. Unsettled conditions have tended to retard the development of the industry, but there is no doubt that it is expanding. The Chinese like picture shows and make an enthusi astic ami appreciative audience. Present Status of Industry — Admission Charges Six moving-picture houses operating in the city of Canton. The combined seating capacity of the theaters is 4,200. Shows are given every afternoon and evening, the films being changed twice a week. The best demand seems to be for comic pictures and for serial shows depicting life in the American "Wild West." There are four classes of seats in most of the theaters. The charge for admission ranges from 10 cents to 50 cents. These rates seem rather high in view of the low purchasing power of the average Cantonese. However, the theaters are crowded when the city is quiet. A Sourje of Supply and Method of Importation. The moving-picture machines used in the Can ton theaters are purchased outright from dealers at Hongkong and at Shanghai. Most of them are second hand machines and are of American origin. Private arrangements for renting films from Hongkong and Shanghai are made by the theaters them selves, there being no brokerage agency or coinmission house at Canton which specializes in this industry. The theaters operated by the Sun Co., and by the Sincere Co., two large department stores at Canton, obtain films through the Hong kong offices of their respective companies. Practically all of the films are American. Use of Pictures For Advertising Purposes The idea of advertising through the medium ot moving pictures has gained a foothold among the Cantonese. Before the showings and between films and during intermissions screens of advertising matter are flashed before the audience. This seems to be an effective means of familiarizing the populace with a particular brand, or shop. The printed matter is given in both English and Chinese. Whenever possible, it is best to have an actual likeness of the particular commodity shown on the screen. Prospects for Expansion The moving-picture industry is in its infancy at present. Under normal conditions a fairly rapid development may be expected. However, much expansion may be retarded by unfavorable circumstances, the moving picture would appear to have come to stay. The Chinese is fond of this form of amusement, and now that he has become accustomed to it, indications point to an expansion of the industry. Potential possibilities are great and American concerns are advised to keep in touch with the situation, even though present business is small. — July 21, 1924. Shanghai has Municipal Movies By .Assistant Trade Commissioner J. H. Nelson. Shanghai The Shanghai Municipal Council has recently adopted the movies as a means of furthering public health educational work. Most of the films are relatively short and can be shown in about five minutes. The following subjects were dealt with during last year; Natural Ice. Mosquito Extermination. The Water Melon, and a second film on Vaccination was prepared. These films were shown at local theaters and at the halls of the Navy and Chinese V. M, C. A. The need of a suitable public health lecture hall was urgently felt during the year, and this will now shortly be built in Hankow Road. It will help 200 people, and will be a useful center for educational lectures and cinematographic demonstrations in public health and personal hygiene. — April 1, 1924. Motion-Picture Production in North China There are five organizations in north and central China w hich are interested in the production of motion pictures; two are American; the other three are the Commercial Press (Ltd.), a Chinese concern, the British-American Tobacco Co., and the Film-Ad Co. both British. All of them specialize in screen news weeklies, animated cartoons and educational films. Tn fact, the Commercial Press (Ltd.) is the only one of the five producers which has made dramatic pictures to date, and even this company is now turning to educational films and scenics. A total of four professional camera men arc permanently attached to there organizations, and each has a more or less complete developing ami printing laboratory. Motion-picture supplies] including films, are at present purchased almost entirely from the United States, with the major exception of cameras and apparatus, which have been imported directly from France. The market. 65