Exhibitors Herald (Dec 1919)

EXHIBITORS HERALD To the Members of the MOTION PICTURE EXHIBITORS OF AMERICA, Inc. GENTLEMEN: In your own experience you have found that the only rival of the printing press is the motion picture screen. For the entertainment and enlightenment of the people the screen has many advantages over the printed word. During the war, the people learned from the motion picture screens in your theatres the great truths that enabled them to present a solid front against the foe within our borders. Through this medium for the visualization and dissemination of ideas our people were induced to support war drives, Liberty Loans and also to see the great events of the mighty world conflict as they actually happened. That so powerful a force must inevitably be developed and made to serve all the purposes of our civilization soon became evident. As an Exhibitor and in common with many thousands of you, I felt the growing demand on the part of the public for pictures of an educational and industrial nature becoming insistent. That the exhibitor could not afford to give his screen for these purposes indefinitely was a foregone conclusion ; that the leading producers would welcome any change that brought about a more equitable arrangement could not be denied. There cannot be, nor for two or more years past has there been, any doubt that such pictures were as much a part of our national life as the truly educational advertisements, stories of business success ; and articles of business trade or professional instruction which filled the columns of our great periodical magazines and newspapers. A searching investigation led me to the conclusion that there was one producer whose record in the educational and industrial picture field warranted a frank discussion of present conditions, and the hope that an agreement could be reached for a betterment of these conditions for you exhibitors. This producer was the Industrial Department of the Universal Film Manufacturing Company of 1600 Broadway, New York. I am happy to say that my hopes were well founded. I now have the privilege of announcing to the members of this association that arrangements have been entered into with the Universal Film Mfg. Co., whereby they have agreed to pay exhibitors a fixed sum per day for each Universal Industrial or Educational picture you play. They will also pay a percentage of all booking charges into the treasury of our organization. Within the next few days I will send you a letter telling you the exact terms of the ar rangement, the amount to be paid you, etc. The interests of the exhibitor and his patrons will always be safeguarded by the fact that regardless of this agreement, the public will always be the final judge of what it does or does not wish to see on the screen. But the agreement means even more. It means that in spite of the many fine Universal productions of the past, the standard is bound to be improved. You have in the past been getting excellent Universal Industrial pictures for nothing. I know because I have run them on my own circuit. In the future under this agreement, you will get even better pictures and you will get paid for showing them. In addition as above stated there will be sums of money paid into our treasury monthly that will be of the greatest help to us in our tax drives and other constructive work of our organization. I have seen the pictures that will in due time be offered for your approval. I recall one in particular — a membership drive for the Boy Scouts — a picture of the most fascinating interest, and of the most exquisite photography. I have seen travelogs in Sumatra where much of the world's rubber supply comes from. A picture of the scenic class included on the weekly programs of the largest picture palaces in the country. Many more in process of production worthy to grace my screens — and yours. This is not an appeal for an endorsement. There is no altruistic camouflage used to hide an ulterior purpose. We are not going into the industrial production or distributing business nor are we attempting to coerce you or your fellow members. In the development of an industry too great to be ignored we have taken a forward constructive step which will bring increased revenue into your theatres. Full information will be sent you soon, so that you may guard against unaccredited representatives claiming to represent your own organization. Any industrial or educational pictures offered you will bear as a trailer the seal of the Motion Picture Exhibitors of America, Inc. I shall welcome letters of inquiry or suggestions from any of our members. Yours truly, Alfred S. Black Presiden t Motion Picture Exhibitors of America 64 Broadway, Boston, Mass. 39