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1 . THE INDEPENDENT F^H . TRADE PAPER
^'S^R^-00 ® M ARTI N J. QUIGLEY . Editor uaoJSlJ0^™^,..
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ENTERED AS SECOND CLASS MATTER AT THE POST OFFICE AT CHICAGO. ILL.. UNDER THE ACT OF MARCH 3. 1879
'olume V OCTOBER 6. 1917 Number 15
THE subject of increased admission charges demands immediate action on the part of exhibitors throughout the United States and Canada.
The refusal of exhibitors in hundreds of cases where the increase is thoroughly practicable is resulting in one of the most difficult problems which the producers of leading motion pictures have ever encountered.
As everyone knows the cost of producing pictures has increased tremendously. The education of the public along motion picture lines has compelled makers of pictures to invest more money today in a single production than they formerly invested in five distinct productions.
An increase in rental fees over one year and two years ago is absolutely necessary. The calibre of picture which the public is now demanding is involving such an expenditure that producers generally cannot continue in business unless their product return a greater revenue.
From the exhibitors viewpoint, it has been thoroughly demonstrated that in a great number of cases upon which we have detailed information theaters which up to a year ago, and six months ago, were profitable enterprises are now losing money rapidly, and ar e failing because of the increased rental charges demanded by a number of the companies.
The only possible solution — for both exhibitor and producer — is increased admission charges. That such an increase is thoroughly justified is beyond question ; the comparatively inexpensive production of former years will not be tolerated by the public today. The public demands and must receive popular stars whose services are only obtainable at enormous salaries, settings which can only be obtained at a lavish cost and an artistic and mechanical perfection generally which represents a greatly increased outlay on the part of the producer.
Admission charges must be raised ; a standard feature program must everywhere command fifteen cents. Special productions must bring an admission paymnt of twenty and twenty-five cents.
And these changes must be brought about immediately: delay will only intensify the difficulty and constantly add to the complexity of this problem which strikes at the very root of the stability of the motion picture industry.
Except in a limited number of situations this increase can be easily and safely effected. The level of prices on practically every product purchased by the public has been raised, and in a great number of cases — such as the one under discussion — the increase in price is absolutely required by the conditions affecting the business.