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MOTOGRAPHY 45 lecture is written. The writer of the lecture, having sat at the pro- jection of the proofs for the preliminary review, will be further guided in writing the lecture by his recollection of the strongest scenes of the production. The lecture is illustrated by views of the film taken from the scenes either by clipping a small image from a copy of the proof film or by photographing the scene with a hand camera upon a larger scale while the picture is being produced. In either case, the engraver is able to produce printing blocks of the desired size for the lecture. Lectures are mailed in advance of the release date of the film. They are sent to the magazine publishers that they may be printed in the magazines either in full or in part, for additional advertising value to the manufacturer. They are sent to the film exchanges that the renters may know what pictures are promised for the ad- vance dates. They are sent to the exhibitors that the exhibitors may be impressed by the lecture that the film is especially suited to their particular audiences and that the exhibitors may ask the renters for the picture and the renter thus be obliged to buy the film from the manufacturer. Release Dates. The routine of manufacturing and selling motion- picture films can be compared very closely with the routine of print- ing and selling a newspaper or magazine. The amusement business is established upon a weekly basis. In theatrical circles, a year is spoken of as fifty-two weeks, and a day one-seventh of a week. The big theaters change their bills at the end of the week, and the vaudeville programs are changed weekly Similarly, in the motion-picture theater, the program is made upon a weekly basis, the film renter makes his schedules upon a weekly basis, and it best suits his convenience to receive his films from the manufacturers upon a weekly schedule. As the business man gets his newspaper every morning, so the prominent "daily change" motion-picture theater gets its new film every morning from the renter, who, in turn, gets films every morning from the various manu- facturers. Orders are placed by the renter on a basis of weekly deliveries, that his schedule may run smoothly. Monday morning brings a reel from manufacture 7 " A, Tuesday a reel from B, Wednes- day a reel from C, Thursday another reel from A, Friday another reel from B, and Saturday a reel each from D and E. These de- 113