Canadian Moving Picture Digest (May 1926-Apr 1927)

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Page Thirty-six yous FOX, president of Fox Film Corporation, got into the motion picture industry of his own volition, because he had been fooled in the purchase of a penny arcade and wished to recoup in some amusement enterprise. Mr. Fox now can well afford to laugh at the man who palmed off a worthless “store show” on him, for he is several times’a millionaire and head of a vast motion picture concern that girdles the world. A little more than two decades ago Mr. Fox was in business on the lower East Side of New York City. Even in this business, utterly different from that in which he had made his great success, the aggressiveness, vision and industry of the man made themselves apparent; for, starting as anordinary workman he: progressed; to foreman, manager and eventually owner of the establishment. , About that time a friend interested Mr. Fox in a penny arcade in Brooklyn. The proprietor went to Mr. Fox, who was then in his early twenties and had not been schooled in ‘the subtleties of business as practiced in New York, and informed him. that the arcade was making more money on the investment than any other. business establishment in the world that he knew of. Mr. Fox watched the arcade for the next three days and saw hordes of. patrons streaming into the place. So he bought the arcade and prepared for‘ a clean-up. : No sooner had the deal been consummated than Mr. Fox found that the business of the arcade was wholly fictitious. The former owner had hired the bogus patrons whom Mr. Fox had seen streaming into the place during the three days that he watched it. But this discovery failed to daunt the future film, magnate. He set about the task of building up the business of the arcade, and, in a few weeks saw his labors rewarded by a steady lucrative patronage. Encouraged by this experience, he branched out and took over two other similar ventures, operating them with great success. At this time the Fox “offices” consisted of desk room in an office at 24 Union Square, Manhattan. From an arcade owner, Mr. Fox became a theatre owner. He leased the Dewey Theatre in Fourteenth Street and the Gotham Theatre in 125th Street. The leasing of these two playhouses was declared to be one of the biggest theatrical coupes up to that time in New York. ca This was when the film business was beginning t attract attention. It was on a very different basis from the gigantic industry of today. However, there were no feature films: in those days — no palatial picture theatres. Anyone with the courage to predict the day when features would run for as much a week on Broadway would undoubtedly have been regarded as a fit subject for examination by an alienist. But .William’ Fox, the theatre owner, saw-a big future for the new industry and for himself. His start | Google CANADIAN MOVING ‘PICTURE DIGEST. WILLIAM FOX President Fox Film Corporation as a film man, however, was humble enough. He formed the Greater New York Film Rental Company with offices at 116 East Fourteenth Street, and thus set himself up in business as a film distributor for the New York territory. From the beginning the Greater New York Film Rental Company prospered in greater ratio than. did the ‘industry itself. The concern gradually branched out and established branch offices throughout the East. The business. consisted entirely of buying one and two-reel films from the pioneer film producers and distributing them to theatres. The business continued with constantly increasing success for. several years. Mr. Fox, however, was not satisfied with the type of films he was obliged to offer. ~ As the owner of a chain of theatres, he understood the showman’s needs better than any other film producer, or distributor of the time. Accordingly, Mr. Fox organized the Box Office Attraction Company with office. room on part of the fifth floor of the building at 130 West Forty-Sixth Street, the same building where Fox Film Corporation later occupied five full floors. Before Mr. Fox produced a foot of film, he formed a selling organization that covered twenty-two principal cities of the country. While he made preparations for producing his own photoplays, he also continued the (Continued on Page 37)