The billboard (Feb 1918)

THE BILLBOARD FEBRUARY 9, 1918 As the National Secretary Sees Things EXHIBITORS!. DOHT.SEU.OUI. SHY WITH HDID ON. YOUR DAY IS HERE. A good farmer will tell you: '■'1 ton't expect to grow anything If you take it all off. You must continually Put something on." This is true in any business, .... Kven including. ' The garden of the motion picture,'- ~" "The motion picture theatre." (Just returned from a meeting Of the Allied Exhibitors' Legislative Commit* The tax situation is hopeful, F-xcept we need more re-ordination From alt exhibitors.) Tncideutally met with several film producets. It's a delightful change to bear tbcm eay: "The exhibitor is the industry; The exhibitor is thp permanent asset; The exhibitor must'be encouraged because ' The exhibitor is the only, hope ■ we,base ~ " ' . To relieve the present deplorable condition In the film market." • .'.-J What does this mean? Is there a change of heart? - *• , No. Not on your tintype. But There is a change in film Listen r There have been about 300 reels of film ■ '" — ; Produced each week, ... Where 100 rcelaof good film '7 / " . , Would be plenty. ' J . -* ; There is a great surplus of .film. "c \ Consequently the producer is—. ■ - r 1 . . Corning to the exhibitor because , T ...... . He lacks sufficient market.' ! We have the market, * 1 Therefore , i ..'.:/'..<: ■ >k bg ariangemento are offered „- ' That's fine. . \ Consider them all, but , Exhibitor*, be careful, and don't forget ,;■.. You have the film farm the film market. Don't sell out again as you have in the past. , By the Advance Deposit System - ■■ *• Through toe Star System. * " This booking thing Is a very good thing, b Producers will learn. Exhibitors will learn. The whole indus To judge v And not pay so much for Stars - ; Or Star Pictures; j And keep down the cost of production And nut talk about making When the facts are The producers are broke, The exhibitors are broke, it of us Out of the exhibitor Until they have got him drained dry (And the exhibitor allowed it). If the produce re are smart they will . Look at the handwriting on the wall And save themselves By giving their good pictures to exhibitors Abreaspnable prices ON A WAR BASIS. Producers have heretofore taken it all off. And, like the good fanner, They will now have to put something on. Go to the exhibitors' meetings. . Deal-with t) Pick them out at the meetings;- Book good pictures from fair producers; • " Comtrae your buying power J , And film, service will drop., .. „ . . . IndividuallyJvwon't Or even keep on an equitable bams. One unfair producing cumpany, .''\""Wr3eb.7 " ' „:.; _ Demands all kinds of deports, • -•Tries to grab all tbft hig stars.;*< ;j ,' And raises film service three times, § ■' Finds that i ■ ■ ■ ; . It getaajarge number of cancelation* Every time there is an exhibitors' meet Ike reason is this: Exhibitors have found-that .. . .ice deposits are not used to make good pictures. That big stars on Open Booking Bunk — Have cost, them bo much; *, • There is nothing left to pay the n Exhibitors-refuse to he b *" ibitors are coming into their own. Therefore i't sell out your theatre or sell your film ma * -Far a mesa of'pottagc. as you-have in the past Hold on with a mighty grip. Pick- the beat pictures at a fair price; ■ Don't put-it all in film service; Keep some for depreciation and profits. . We' must also, put on something. Work—Use" brains—Judge values aqd ASSOCIATION. It is a c Send for s membership card today. Don't quit now. Sit tight. American Exhibitors' Association, 407 Indiana Trust Bldg., Indianapolis, Ind.