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THE INDUSTRY AND THE THEATER 23
bution, and (c) that of Exhibition. I will endeavor to make clear the function of each.
PRODUCTION
The production of Motion Pictures is accomplished by various groups, some of whom carry on the distribution and the exhibition (or theater operation) as well. The production of motion pictures is a costly undertaking, and if an organization is to maintain extensive studios, as well as a talented creative staff, it is extremely important that it be closely allied with the distribution, to insure for itself a steady outlet for the product of its effort. For this reason each of the leading producers maintains his own distributing organization. There are producers who make occasional pictures, and who arrange for the distribution of their pictures through one of the distribution organizations, which are always willing to circulate a product which is meritorious. There are producers, however, who make occasional pictures that do not measure up to the best standards ; and such pictures are not encouraged through regular distributing channels. These pictures are released through the state right market, where the right to distribute the particular picture in a given territory is sold to a state right distributor either for a lump sum, or on a percentage arrangement through which the producers participate in the film rentals.
There is no definite formula in the making of good motion pictures. In many respects such production may be compared to the publishing of books, or the producing of plays. New ideas, originality in creation, are of equal moment in picture making as in any other phase of creative work. If the first essential of a good picture is a good story, the second is a good director. The preparation in planning and working out the scenario, and the amount of time that can be spent on the production, are of importance. Direction that brings out the story in a simple way, so that it may be clearly understood by all kinds of people, is always desirable. Coordination between all departments of production is essential to bring about a genuine result. A weak link may result in a poor picture. Story