Show World (June 1909)

24 THE SHOW WORLD June 5, 1909, NEXT ISSUE “CAB NO.519” Released Wednesday, June 2nd GREAT NORTHERN FILM COMPANY Awarded First Prize: Cinematograph Exhibition at Hamburg, 1908 FILM RENTERS ARE USING BAD JUDGMENT. The Manner of Handling Their Ship¬ ments Leads to Temptations in Which Exhibitors Fall. By Harry Rush Raver. (General Manager of the Consoli¬ dated Amusement Company of Baltimore.) Within the past month, I have dis¬ cussed prospects for the future of the film industry with a great many renters and exhibitors, not onlv in the East but with several large Chicago factors as well, all of whom seem to ad¬ vance different opinions. One particular renter readily admitted that business was bad and that the nat¬ ural trend of affairs pointed to an in¬ crease in the number of reels film cus¬ tomers required for their various changes. He stated that it was neces¬ sary to make out-of-town shipments in such a way that the entire week’s ser¬ vice would be forwarded at one time in order to meet competition. I tried to impress him that this way of doing busi¬ ness meant ruin to our hope of maintain¬ ing a permanent factor in the amuse¬ ment field and ultimately put to rout the good intentions and effort of those who try to map out an intelligent and con¬ servative campaign of action. Exhibitors invariably agree their ser¬ vice is satisfactory, in most cases, but 'they will object to making shipments to cover the simple requirements of their change days, their contention being the ex¬ cessive express charges. Renters thought¬ lessly allow this weak: argument to pre¬ vail and accede to the demands of a cus¬ tomer rather than lose his contract. The result of shipping more film to a customer than he actually needs at one time is not only absolutely idle stock but a temptation for the exhibitor to sub-rent as well. Over-Shipments. Twenty-five per cent of the moving picture theaters in the United States do not get service from a film exchange, in¬ fact, this statement would stand consid-. erahle pressure and-I doubt if there is a film renter in America who is not of the same' mind in this respect. If the renter, who,.was sure of his stock and his ability to handle his business, would refuse to take on Or handle any customer who insisted on shipments of more film at one time than were actually required for a change, his surplus film would be sufficient to care for a portion of the business now given to the sub- Exchanges handling a large stock of old association film are especially noted for making heavy, shipment, in fact one particular renter recently advertised his offer to ship six reels at one time and allow his customer to sub-rent. Making film exchanges of exhibitors in my opinion is mighty poor business and reflects on the ability of the firm who encourages such a practice. I know a man in Havre de Grace, Md., who uses twelve reels of film each week, presumably in one house. A licensed exchange in Baltimore makes one ship¬ ment of these twelve reels oh Wednes¬ day morning, for use in this town on the following Monday. In other words, twelve reels are shipped at one time. Mr. B-, at Havre De Grace, runs this film through six houses and returns the shipment the following Wednesday, actually two weeks from date of receipt. He pays $22.00 a week for the service, including six sets of song slides and his “license,” I would be glad to furnish proof of this statement to any skeptic. Exchanges Offer Inducements. Licensed exchanges are offering in¬ ducements of ajl sorts to customers of, the Independents in an effort to regain lost business. A “First Run” house in this territory, using six reels in three changes and paying $75.00 a week for service hqs been, offered, in black-and- white, the same service for $40.00. by an old, established licensed house in the city. In spite of the fact that the house plays to 10c faces and does not run vaudeville or other straight pictures and songs, nor does opposition exist nearer fhan ten blocks. Independent service is still being shown at the original figure. The experimental stage in the, inde¬ pendent film movement is past, beyond the question of a doubt, even in the minds of the licensed renter and the. need of effort to market worthy inde- jwndent products, such as are being dis¬ tributed by the International is far from apparent. As a matter of fact such pic¬ tures speak more forcibly for themselves than the “cut-prices” of the opposition with only two or three quality manufac¬ turers to back up the offer. This con¬ dition of affairs means victory of the rfto’st pronounced type for M.r. Murdock and his company. INDEPENDENT- , WE ARE GOING TO BEAT IT in “PRICES AND COMPETITION” Q I Z If you are interested in securing A-l.service it will be to your interest to write ' 111 us NOW, and we will guarantee to save you 5) per cent. We are making a I Q. special offer for a LIMITED TIME only. Remember, we have over J Q 1,000 REELS TO SELECT FR0M-1,000 REELS i SCHILLER FILM EXCHANGE , SC CHICAGa’ INDEPENDENT Organization to limit shipments to actual requirements; to make it insistent on manufacturers to improve their pro¬ ducts; to do away with the sub-renter and to place the business on a safe and sane basis now becomes a necessity. A schedule of rental rates need not be considered, as every man should deter¬ mine the extent of his possible profits as he pleases. In this respect, the best man would always win, and the best man is not the cheapest, by any means. The manufacturer and importer is much to blame for the many weaknesses of renter and exhibitor, alike. Eager to dp the volume of business necessary to profit, films are offered and sold to any¬ one, without restrictions, regardless of their subsequent use, in behalf or against a successful future for the indus¬ try. Investigation of a firm’s methods re¬ quires but little time or expense and much damaging influence might be avert¬ ed by keeping film products out of the hands of those who figure for today and are blind to the future. If the independent movement can be conducted entirely away from the old association methods, by eliminating bad actors and their following of sub-renters, should any exist, the time is not far dis¬ tant when a substantial showing, far greater than the opposition, can be ar¬ rived at. Meanwhile, it is up to the individual to shape his own destiny. If yon want the attraction that will crowd yoor house and get * “term. for'theSnmmmtBritt Fight Pictures now"” CHICAGO FILM EXCHANGE ^cago FILM RENEWING OUR PROCESS THE ONLY ONE That RENEWS Films as well as cleans them. We not only PUT YOUR OLD FILMS IN THE MONEY MAKING CLASS BUT GIVE YOU A GOOD VARIETY OF TINTS. AMERICAN FILM" RENEWING CO. Firmenlch Bldg, CHICACO with independent films and illustrated 1 songs. It is under the management 1 of Gus Johnson. The Fifth Avenue theater has been remodeled.—KfttfD- T VR Out in the Ozarks. Ava, Mo., Tune 1. '• Carl Carter, of the Carters, is spend- ing a three months’ vacation on a | farm in the Ozark mountains.-! He I will resume work in August. 9 Pictures Only ArU* Columbus, Ohio, June;3. 1 The Southern offers picturesjithis 1 week, omitting vaudeville for once. j Get the Film Steadier It Prevents Motion Pictures from Affecting the Eyes. ASSURES A GREATER PATRONAGE. PROLONGS THE LIFE OF FILMS. PREVENTS THE WEAR AND TEAR OF MACHINES.