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November 13, 1926
MOVING PICTURE WORLD
69
Better Stay Here
Next Season Will Be Short Subject Yean
'rEDICTING what will happen in the motion picture industry is about as certain " as forecasting the weather, but at this distance it looks as though 1927-28 will go ^ down in history as Short Subject Year. All of the releasing organizations are turning their thoughts to the project of rounding out their programs so that an entire bill may be booked in its entirety through one exchange. Primarily this is merely a strategic move, but it will have the far-reaching effect of bringing the shorts into proper perspective. Millions of dollars have been lost to exhibitors in the past few seasons through a failure to realize that these shorter lengths have a definite cash value at the box office.
Most managers have seemed to feel that nothing under 5,000 feet could possess any actual sales value. Shorts were regarded merely as program stuffers; film wedges to plug around a feature length, not with the idea of giving diversity but merely to bring the program up to a required length.
Last Winter, National Laugh Month, originated by this publication but dedicated to the industry, did much to make managers realize that comedies had some sales value, but the lesson was not fully learned even in the face of the remarkable results achieved by co-operating exhibitors.
There are still many who still purchase shorts by the foot instead of considering the attraction value of the star and subject.
But if the large releasing companies prove that they realize the sales value of shorts, it is only a matter of time when the exhibitor will realize that the minor features of his program still are features.
More than one program feature has been saved by the addition of a smart comedy. People went out pleased because they went out laughing, but even the comedy did not get the full credit to which it was entitled.
The coming season will definitely be a Short Subject Year, and the company offering the best short releases will stand the best chance of booking its features to the full quota.
This being the case, it is reasonable to anticipate that quality as well as quantity will be increased.
And we would suggest that a company desiring a real novelty will find it in a story in which the comedian does not run around in his underwear. This may be a sure fire idea, but it has grown tiresome through repetition.