Film year book : 1922-23 (1923)

The Outlook By Joe Dannenberg ("Danny"), publisher and editor of THE FILM DAILY G REAT in importance is the outlook for 1923. Troublesome, perhaps, as well. For the problems confronting all phases of the industry are many, and the agitation, on the eve of the year, is replete with possibilities. Not the least of importance is the possibility of the development of a huge producing and distributing machine on the part of organized exhibitors. Officials of the Motion Picture Theater Owners of America are heading a movement which, during the year, may assume real proportions. If the movement develops, as many believe it will, it will assuredly urge material activity on the part of the present large distributing organizations. This activity may result in several definite moves, intended to offset the exhibitor-producing-distribution development. It may find a resumption of activity on the part of Famous Players in securing more houses for its product; it may find the Loew-Metro group active in developing further houses for the Loew chain ; it may find Associated First National sufficiently antagonistic to further develop the sub-franchise idea, and in addition, movements on the part of the individual distributing companies — to say nothing of what may happen among producers — in an effort to sustain their existing organizations. Should the exhibitor movement fully develop it is a question at this moment, whether it could assume very definite form much before the Spring or perhaps the Fall season of 1924. Many cities have to be canvassed during the Spring; and assuming the capital of $5,000,000 is subscribed, or a sufficient amount to warrant going ahead actively, it will take time to secure productions, to build the necessary distribution machine and prepare the many cogs in the big wheel before it can turn. It is simple to discuss the idea of a production-distribution machine of this size; it is another matter to perfect it to the point of operating with a reasonable degree of perfection. There is probably no other matter of such proportion facing 1923. There are many thoroughly experienced men in the producing and distributing end of the business who look with trepidation at the exhibitor movement. They fear the consequences, and do not hesitate to say so. Among other possible developments they fear the possibiHty of a national booking organization on the part of certain distributors, several of whom were interested a few years ago in the proposed national booking plan developed by Jules E. Mastbaum of the Stanley Company of America. They do not hesitate to say that unless such an organization was operated to the utmost degree of ethical efficiency that it would result in grave difficulties; but they point to the unlikelihood of such a possibility, and immediately present the thought of difficulty developing in the exhibitor organization from this very viewpoint. It is unfortunate that the ethical side of the industry has not been developed to a stronger point ; unfortunate for all parties concerned. HARMONY There is nothing at the moment indicative of a better relationship existing between the exhibitor branch of the trade and the distribution and production end. All efforts to secure a better relationship between the Hays organization of producers and distributors, and the organized exhibitor body,