Canadian Moving Picture Digest (May 1924-Apr 1925)

Page Four THE EXHIBITOR’S PLACE IN THE SUN By SYDNEY S. COHEN Reprinted from the ‘‘ Exhibitors’ Herald” (Continued from issue of Mar. 7th) THE INDEPENDENTS’ OPPORTUNITY HEY should take a leaf out of the books of the large producer-distributor-theatre owner, on the emerchandising and exploitation of pictures, creating a demand. with the public for their product. We have had ludicrous examples of some socalled independents asking and expecting bookings and business. help and assistance from independent theatre owners releasing their pictures just like so many cans or feet of celluloid: without any advertising exploitation pressure being put behind them, and asking the theatre owner prices far in excess of prices being asked by the active producer-distributor-theatre owner “combines.” These prices have recently been referred to as “Robin Hood” prices, and the records of independent theatre owners from all parts of the country are here to confirm this. Such action is a colossal mistake and stock must be taken of the situation and of the conditions, necessitating the laying out of a program by the real brains of the independent forces, and the carrying out of same. Jt must be done, and can be done and with the great improvements and advances that have been made by the prducers and directors in this industry J believe’ that a large number of theatre owners who are now doing business with these producer-distributor-exhibitor organizations will do far more business with the independents, if they are truly independent in all that the word implies, ready to help another independent. The demand is there and the independent theatre owner stands ready to give the independent director, producer and distributor real and substantial encouragement, but he must get a fair deal from them. All the independent forces in the industry must get together and work out their solution to keep this industry of ours free from monopolization and control, not only for our own salvation but for the benefit of our public. CONSOLIDATED SHIPPING HE independent producers and state right distributors will greatly benefit their position if they will consolidate their physical distribution. Under -present conditions the very large volume of business done by the big producing and distributing companies, reduces the cost of physical distribution and enables re to en gage a large numberof, ham in their exchanges to sell and merchandise their product. The other companies are thus at a decided disadvantage in competing with them, because their employees have to devote their time to physical distribution. But the aggregate amount of physical distribution of these latter concerns, if consolidated, would offset the volume of the other companies reducing the handling and shipping costs to these independent producers and state rights distributors. It would also enable them to render better service to the theatre owners as it would permit of a larger sales force concentrating their activities and efforts on the selling and merchandising of their product. As my _ suggestion covers only the shipping of film and does not in any way suggest the doing away of separate sales and exploitation organizations, it would provide an outlet to an independent producer for the physical handling of his films throughout the country and_ enable him to employ sufficient salesmen to properly present his wares to the theatre owner. THE PICK OF THE WORLD ler motion picture going public of this country is entitled to the best in pictures — the pick of the world. The motion picture is essentially international because if it is not an art, it surely has the roots of an art. We therefore welcome good screen entertainment no matter from what part of the world it may be offered. Foreign pictures of good quality act as a stimulus to our own producers and directors and add a welcome element of variety to the theatre owner’s program. The impression has gone forth that Europe has nothing to offer. This is contrary to the fact. It is true that the war has set back foreign production considerably, but nevertheless, many high class pictures have been brought here within the last few years and enjoyed the approval of our public. There has been a little hostile propaganda, cleverly fostered by interested parties, pretending to prove that Americans do not care for foreign pictures. Facts, as I have stated above, show the contrary. Nothing can hurt the reputation of foreign pictures more than such a mass of mediocre material as began to flood this country about two years ago. Foreign producers should keep their ordinary wig let at home and only come, to, this. _ additional CANADIAN MOVING PICTURE DIGEST country with their best, which must be the equal or superior of our own, American producers have gone abroad and not without the aid of foreign artists have made excellent pictures, and several European directors have been engaged to work in this country directing some of our biggest. stars. Likewise, a number of big features of foreign origin have been bought by the largest producing interests in this country and sold to theatre owners as if they had been made in the studios of these companies. GOOD DIRECTORS IN PLENTY PEAKING of directors, one of the most encouraging developments of the day is the increase in the number of good and capable directors with original ideas. The importance of this fact to the industry at large and to the theatre owners in particular, can scarcely be overestimated. Nothing more surely puts a check on monopolistic tendencies than a plentiful supply of directorial talent. It is one of the lessons taught by the history of art, the art is not to be monopolized. It would be as easy to hold water in your clenched fist. In sculpture, in painting in every art, every outstanding genius was soon followed by a_school of able disciples. If this is true of the older arts, how much truer must it be of the motion picture which is still in a growing state and where the experiment of today may be the miracle of tomorrow. Where several years ago we had one outstanding director recognized as the genius of directing, we now have a number of directors who have even surpassed him and more who have almost reached the heights he alone once held and a growing list of others whose initiative and creative power will soon make itself manifest. EXTRAVAGANCE AND WASTE AYS must be devised to eliminate the very many parisitical influences in the production end of the business at this time. ‘here are too many middle men between the producer and the exhibitor of a picture, resulting in added cost to the picture. The cost of operating theatres is becoming too burdensome and the theatre owner's back is not strong enough to bear the strain of the weight that is being placed upon him. ‘The breaking point is being reached. This group of middle men, beginning with the socalled agents who secure a story or a play, then bid one producer against another to secure it, ought to be eliminated; likewise the people who secure a “percentage” on the furnishing of the wardrobe and equipment, etc., required in the picture; also the “extras” that enter into the producing and assembling of -a picture, : : : (‘I'o, be, continiied )