Exhibitor's Trade Review (Mar-May 1925)

April 4. 1925 Page 37 Wi THE INDEPENDENT DISTRIBUTORS ipOLLOWING the extraordinary announcements of Independents last week, plans are boA ing speeded up to rush production. This week's news embrace more detailed programs of screen features to be released for the independent market. The addition of many stars whose box-office value is recognized, the preparation of mammoth productions, many based on popular sellers, sounds the key-note of activity. Besides, several independent producers are turning to the feature serial as one means of attracting and holding patronage for exhibitors. It is this end of the production programs which is perhaps being given more serious thought than anything designed for competing with first-run pictures in territories heretofore closed to independents. Banner's Big Features to be Distributed by Ginsberg Through their new plans, whereby they entirely divorce their producing activities from their distribution department, making two separate units of these factors in their business, Banner Productions, Inc. has forced itself into a position in the Independent field distinctly pioneer. That their distribution will be handled not by an offshoot of their own company under another name but by a company entirely independent of Banner (such as is Henry Ginsberg's Distributing Corporation), is the thing that makes this move on the part of Messrs. Samuel J. Briskin and George H. Davis so distinctive in itself. That Banner Productions, Inc., will release twelve productions instead of seven, is a pretentious move in itself and will call for tremendous studio efforts. It was because of this plan to make twelve productions that Messrs. Davis and Briskin decided that they must turn over this large distribution to a company that would specialize in this department of the business alone. "Competition and specialization in the Independent field have become so intense" says Mr. Briskin, "that the producer who honestly intends to .give his best to his pro ductions cannot afford to have his attention diverted by the worries incident to production. It is a great big he-man's problem to finance a series of productions, to say nothing of the hundreds of details in securing stories, proper stars and actors to fit the parts, directors and what not, and men thus engaged cannot have time to give to the distribution of the same product, because this latter also entails its own peculiar conditions and incidental worries." It is because of this new and added list of activities in adding to their annual output of production that George H. Davis, president of Banner Productions, is now on the Coast conferring with directors, stars etc. Mr. Davis will be returning within a few days, however, and will make some stops on the way back East in the interest of the various pictures that are now being distributed under the Banner distribution auspices. Of the twelve pictures to he made the coming season, six will be put out as Banner productions and six as Royal. Samuel J. Briskin, vice-president and treasurer Banner Productions, Inc., whose product goes to Ginsberg Distributing Corporation. "Big Future Ahead For Serials" Says Curran Thomas A Curran, special representative for Rayart Pictures Corporation, who returned this week from a six-months' trip throughout Southern and Western territories reports that he was particularly impressed with the revival of the serial. "I believe that the serial is again just as popular a form of picture, entertainment as it ever was — certainly it is, if the enthusiasm of the exchange man is any criterion,'' he says. "Rayart's first serial, "Battling Brewster," has gone over the top with a bang. Exchange men in all parts of the territory I visited have booked "Battling Brewster" and are enthusiastic over the support it is receiving from exhibitors. Everywhere I went I encountered inquiries as to how soon "Secret Service Sanders" Rayart's second serial, would be ready for release. "Conditions among the Independent exchanges are showing considerable improve ment in every way — firstly, the class of product they are handling, which in turn has encouraged the exhibitor to book a greater number of state rights production knowing that he can depend upon a class of service equal to that of the national organizations. This is particularly true of the Middle and Southwestern territories, where the producer-exhibitor chain system of theatres and the circuit booking evil is not so great as in some other parts of the country. "It is now possible in a great many cities in the Southwest to secure first run consideration for a picture of merit. This is, of course, very encouraging to the state righter. We have found that the most popular type of picture is one with fast action, but it must also be well dressed, carefully staged and a story that remains within the bounds of reason. "Summing up the whole situation, I can truthfully say that in my opinion business was never better in the state right field." — $ >!s Chadwick Signs Joan Meredith Chadwick Pictures Corporation has signed a long term contract with. Joan Meredith, who will be introduced next week at the Western Mcjtion Picture Advertisers annual ball as one of the 1925 Wampas Baby Stars. She will be seen shortly in support of Charles Ray, George Walsh and other Chadwick stars. Miss Meredith made her screen debut in Los Angeles a few months ago after winning an opportunity contest in her home town, Hot Springs, Ark. Two of her recent productions were DeMille's "Triumph" and "Wine of Youth." Her next picture will be "What a Night," just completed, in which she plays the leading feminine role. Mountain Sails David. J. Mountain, president of Richmount Pictures Corporation, sailed on the Leviathan on Saturday, March 21st. Arriving in Southampton, Mr. Mountain will go to London, where he will remain for two weeks. After which the president of Richmount will visit Berlin, Belgium, Austria, France, Spain and Italy. Mr. Mountain's mission while abroad is to confer with various buyers in these countries in the interests of Richmount. Richmount Pictures are distributors for the! product of Rayart Pictures Corporation in foreign countries, as well as for other prominent independent producers.