Motion Picture News (Oct-Dec 1930)

November 1 , 19 3 0 Motion P i c t u re News 4/ Egyptians Want U. S. Equipment; High Price Bar {Continued from prcceeding page) Projectors. — Three makes of projectors are used extensively in Egypt today, the KruppErnemann, the Gaumont, and the Pathe. Up until a few years ago the French makes entirely dominated the market, but lately the Ernemann projector has been increasing in popularity, gradually replacing the old French models which pass out of use. At present it is estimated that 60 per cent of the total number of projectors employed are Gaumont, 30 per cent Ernemann, and 10 per cent Pathe. The local selling prices of the French projectors range from $200 to $400. whereas those of the German maker run from $500 to $600. The French projectors secured the domination of the market because they were the first to be introduced, were actively represented, and enjoyed the reputation of being easy to operate. Their prices were also most attractive. Furthermore, the local representatives were well stocked with spare parts and replacement equipment. Despite its somewhat higher price, however, the German make has come into rapid prominence, especially among the larger and better theatres. The Gaumont projectors have the reputation of requiring spare parts after about a year, whereas the Ernemann is considered stronger, seldom requiring replacement parts, and being steadier in operation at high speed. General commission merchants importing also for their own account would probably be willing to handle such American projectors and equipment as would compete with the Ernemann in price, quality, and payment terms. The local agent for Ernemann is understood to receive most of his goods on consignment. Gaumont has its own branch in Alexandria, and Pathe offers payment facilities (90 days) to its agent. An American make and the Pathe home projectors are now on sale in Egypt. It is felt that other makes would have considerable difficulty in securing a foothold, as those two have special organizations and offer facilities with which few dealers would care to endeavor to compete in so small a potential market. On the whole, the demand for the theatrical types is also a small one. In the Port Said district there are no equipment dealers, and sufficient business could not be done to make an agency profitable. Only the very best theatres in Cairo and Alexandria have more than one projector, and the maximum is two. About 20 per cent of the total are, however, fitted with double connected projectors, mostly of the Gaumont type. The four houses in Port Said carry only one projector each, but keep a spare in readiness for emergency use. In Port Said all the projectors are now of the latest models, whereas in Ismailia and Sue2 they are mostly of the old types. In Cairo, Alexandria, and elsewhere the majority (around 70 per cent) of the projectors in use are still of the old French types, as above mentioned. These are gradually being replaced by the latest Ernemann types. No American projectors are used in the theatres in Egypt at present. It is understood that immediately after the war a few American projectors were imported from France, but that the importer was unable to dispose of them, as he had no stock of spare parts. Although local dealers are prepared to believe that American projectors are superior to the makes already on sale, they feel that it would be very difficult to introduce them successfully if the prices and terms were not competitive with the Ernemann. Generators. — Very few generator sets are used in Egypt to convert alternating to direct current. Most of those in use are old and of German make. Owing to cheaper initial cost, cinema owners employ transformers and rectifiers instead of generator sets in general. The French Delmo and Astra transformers and the Thompson-Houston Tunger rectifier are most popular. They sell at $170, $225, and $150, respectively. No American generator sets have ever been introduced. Although the market is not very large, it is believed that if the initial cost of the sets were not too high it would be possible to find some demand for them, as the transformers and rectifiers now in use are not found entirely satisfactory, wearing out rapidly. Arc Lamps and Screens. — Local theatres employ, in general, mirror-reflector arc lamps up to 50 amperes. The screens used are all of white canvas or plaster, locally made. Visual Education* — All matters pertaining to education are controlled by the ministry of education, which can purchase such educational film as it wishes. The censorship of ordinary films is under the supervision of the Ministry of Interior. Visual education was started about a year ago in the government secondary schools by the ministry of education, and has produced very favorable results. It is to be recalled, of course, that the percentage of literacy in Egypt is not over seven per cent and that in the outlying districts visual education is unknown. U. S. Portables Used by Missions In East Africa Canary Islands Market Limited The demand for amateur cameras and projectors is small in the Canary Islands, principally because the purchasing power of the people is small. There is a market available, however, and the possibilities of some sales to tourists passing through the islands. The chief imports of cameras and projectors are from France and Germany, in the order named. Local preference for both projectors and cameras has been for the French products. The low selling price and the advertising carried on have accomplished this. The purchasing power of the people of the Canary Islands, comparatively, is far less than in the United States, and the standard of living is generally much lower. This results in fewer purchases of such articles as cameras and projectors, and what purchases are made are considered from the price standpoint more than from a quality one. The Pathe baby projector is found in general sale in the West Canary Island market, and also the Guyer (German) projector. Cameras of both makes are not common. There is more interest in projectors for use in the homes, and the fact that the Pathe films can be purchased retail for four pesetas for those in French and eight pesetas for those in Spanish influences their sale. An undeveloped film for the Pathe camera costs 7.50 pesetas ($1.25) for three rolls of 10 meters each. The great majority of projectors are of the hand-operated type. The local electric service is of 110-volt direct current in the capital, with J10 volts, alternating, in some of the interior towns. The Pathe baby projectors are found in a number of the retail stores, such as those that sell photograph supplies, musical instruments, optical goods, and even textiles. They are purchased direct from France, the Pathe people refusing to appoint a representative in the island. The Guyer is represented by one of the photography supply stores. A great deal of advertising in the local papers and in window displays is carried on by the stores carrying the French products. It is felt that a strong advertising campaign might prove of value in placing movie cameras and projectors on the market. The Pathe Company is giving the local dealers 60 days, and the same is true of the Ger* man company. Local dealers, in turn, sell to the public on the installment plan. It is felt that the above terms would have to be met to be able to compete. There are only about seven theatres in British East Africa, of which five are in Kenya Colony and Protectorate (three in Nairobi and two in Mombasa), one in Zanzibar, and one in Dar-es-Salaam, Tanganyika territory. A theatre formerly existed in Kampala, Uganda, but this was destroyed by fire not long ago and has not been reopened. The owners of the Alexandra, Nairobi, the Royal Cinema. Zanzibar, and one of the Mombasa theatres have erected a new cinema in Dar-es-Salaam, and there is also a project, not yet under way, for the erection of a new theatre in Nairobi. Projectors — The Theatre Royal, Nairobi, has recently purchased two new Kalee doublelamp houses, mirror-arc projectors, costing £200 apiece in England, That theatre is believed to be the only one in British East Africa having more than one projector. The Lyric, Nairobi, has a Gaumont projector which has been in use for about 10 years. Some time ago, while holding an exhibition for a small audience of Indians, this result of which the regular programs at the theatre had to be suspended for a week while the projector was being repaired. All the other theatres in British East Africa use Pathe projectors, and practically all of them are old machines. There are also about 15 American portable proj ectors used by the Church of England and Italian Roman Catholic missionary societies in British East Africa to attract natives to their meetings. The manager of the Theatre Royal is interested in considering an American machine if the price is right, and, as most of the other projectors in use are old ones, consideration would undoubtedly be given by other theatres to the purchase of American projectors, either now or in the not too far distant future, if their advantage over machines now in use is clearly demonstrated and the price satisfactory. There are no dealers in British East Africa handling projectors or other equipment of theatrical type. Material of that sort is ordered directly by the owners or managers of the theatres, and the demand is not sufficient to interest dealers. Generators. — Alternating current is in use in the district. The sale of American generator sets to convert alternating current to direct current would again depend on price and advantages to be gained therefrom. Arc Lamps and Screens. — High-intensity and reflector arc lamps are in general use in local theatres. The Theatre Royal, Nairobi, has a Bulman fabric screen, but the screens in general use are canvas screens of local manufacture. Visual Education. — The director of education is in charge of matters pertaining to education in each of the British East African colonies and protectorates. As yet, however, practically nothing has been done in the way of education by motion pictures, although, as already indicated, they are used by some of the missions, which also conduct schools, to attract the natives. A well-known American explorer and photographer files one copy of all his films with the Kenya Government as a record, but those films have not been shown to any extent. Local dealers who have agencies for amateur picture cameras have held local small exhibitions of pictures taken with those cameras in order to interest the purchasing public, and some of the exhibitions have been held for school children.