Canadian Moving Picture Digest (May 1924-Apr 1925)

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ANOS TORONTO, ONTARIO. THE EXHIBITOR’S PLACE “IN THE SUN | By SYDNEY S. COHEN Reprinted from the “‘ Exhibitors’ Herald” (Continued from issue of Apr. 4th) MEETING NON-THEATRICAL ‘' “COMPETITION. | M\HE problem of non-theatrical en. tertainments in direct’ competition with the theatre owner, is, I think, susceptible of a simple and complete solution which ought to be satisfactory to all parties concerned. When ever.and wherever it is proposed to run theatrical programs by or under the auspices of non-theatrical organi zations, such as schools, libraries, lit erary institutions, etc., the theatre owners in these respective communities ought to endeavour to undertake the management of such affairs. In most communities, especially in the: smaller ones where such entertain ments are most likely to be offered to the public, the theatre owner en-: joys the esteem and confidence of his: public, and his offer of assistance with his superior knowledge of showmanship will be gladly accepted. An advantage to the theatre owner in thus handling these non-theatrical entertainments is that he can put on a show which will admirably serve the purpose of the school (or what not) and still will in no wise hurt his own legitimate theatrical business. The theatre owner can offer his theatre for a morning performance, or some other such time as may be convenient, in co-operation with the church or school. He will thus tend to make his theatre a community center and by his offers of co-operation and help and participation in local affairs, the people of his community will look to his theatre as their natural place of entertainment, and thus the exchange or film salesman will have no customer there for the establishment of a _ nontheatrical center. The church or school will have had its purpose accomplished through the theatre owner; more revenue will have been brought both to the theatre owner and the non-theatrical interest, and the public will have been afforded the safeguards and protection required by law in the conducting of a motion picture theatre. It will also discourage the non-theatrical interest from making the initial financial investment the establishment of such a center entails, and you will find that where there is now such centers, they will to a considerable extent discontinue their operations and utilize the theatres instead. Any intelligent exchange manager can take the last sting out of nontheatrical competition by co-operating with the theatre owner and 5 as ng su OOS the non-theatrical organization to do the same. In-every other line of trade a manufacturer sells only to the recognized dealer. This, as we know, is not always true of our industry, but we feel sure that the far-sighted distributor will see the force of our contention, and will cease to seek the dollar from any person or organization who may desire to hand it over to them to the detriment of the theatre owner—not only their principal patron, but their legitimate buyer. . DANGEROUS PRECEDENT. ESTABLISHED. T° what absurd and injurious con-. sequences present conditions or any other attitude is bound to lead, may be seen by what happened very recently in a small town in California. The facts were as follows. The church in that town was showing pictures on Sunday and taking up a collection for showing them. At the same time the courts decided against Sunday motion picture shows in the theatres there.. After one of the performances in the church a collection was taken up and the congregation openly taken to task for their small contributions. The statement was made that if the same show had been given them at the local theatre they would have had to pay 50 cents admission and they should therefore be willing to give a large silver donation to the church. | makes it even worse is the fact. that motion picture distributors are encouraging this by renting their product to non-theatricals. Pictures are often rented to such centers for less than half of what they cost the the-. This is only serving to. bite the hand that feeds the producers. atre owner. and distributors. It is helping to put out of business theatre owners who alone make it possible for producers and distributors to remain in business. It is time that they realized how they are jeopardizing their own interests as well as imperiling the theatre owners, for just as long as the people of this town in California, or in any other community, can see drama feature motion pictures in their church or school on Sunday and the distributors furnish them with such pictures, it will be very difficult for the theatre owner to arouse public opinion suffhciently to help him secure the Sunday opening and operation of his theatre, and just so long will these institutions continue to try and enforce the S i closing law. ee eee Page Niné SUNDAY OPENING. SUCCES: in amending the blue Jaws, J of the 17th century still on our’ statute books and the liberation of Sunday observance, have heen due entirely to the leadership of the theatre owner. Whenever this question of Sunday opening has been .left to a local referendum the standing of the. local theatre owners and the intelli-' gent and conservative conducting of their btsiness have been our biggest and most successful weapons. There’ could be no finer tribute to the character and ability of the theatre owner in the smaller commiunities, than the frequent decisions at the polls in favor, of motion’ picture entertainment .on) Sunday. Here they have demonstra-: ted their capacity for leadership be-: yond all doubt. The theatre owner in fighting for a liberal Sunday have enjoyed very little if any aid from the other branches of the industry with but few exceptions. In many cases, : assistance. was declined on the ground that Sunday opening was merely the theatre owner’s'’ problem. If the theatre owners retaliated in the same narrow fashion, they might decline to con-, sider Censorship as their problem and refer it for solution to other branches, of the Industry. , MAKING THE GOOD FIGHT. °: S good Americans and as the men: ‘in closest contact with the public, theatre owners have ever presented. a solid front against the evils of Cen sorship. They will know that censor-: ship would eventually make the screen” little better than a square blank space. They realize that censorship would not only deprive the theatre owner of “his place in the Sun,” but would: ~ : shut out the entire industry. CenThis is an unfair situation and what © sorship is a problem which concerns the theatre. owner no less than the producer, for it destroys the livelihood of both by taking every entertainment value out of the picture. However, there is but one’ real and’ lasting form of censorship—that is’ the unappointed and unsalarted censorship of. public opinion. No evil; thing can survive the frown of outraged decent human nature and that: frown would be immediately forthcoming for any theatre owner who. would persist in showing improper. (in any sense of the word) pictures. This results in a failure to win the support of the better elements in a: community. The active group, which is usually recognized as hostile to the, interests of the theatre, is generally “long” on criticism and exceedingly:. “short” on constructive suggestion. : It is a short-sighted tendency of some. theatre owners to treat these people’ either, with disdain’ or. indifference. Properly handled these same people’ may be used by the theatre owner to his own advantage. (To be continued.)