Exhibitors Herald (Jan-Mar 1920)

March 13. 1920 EXHIBITORS HERALD 37 •HEADS I WIN. TAILS YOU LOSE Lewis J. SeLnick Expresses His Opinion On Much Debated Question of Percentage Booking — Says It Will End Real Enterprise Percentage booking has become one of the paramount questions of the year. Hiram Abrams recently issued a statement declaring that it was the onlv fair method of distribution and declared that the United Artists Distributing Corporation -could publish pictures on percentage only as soon as it obtained a sufficient number of pictures to warrant a staff large enough to conduct this method of exhibiting. Exhibitors, generally, have awaited with interest a statement on the question from Lewis J. Selznick, head of the Selsnick enterprises. Mr. Selznick this week has given Exhibitors Herald his view of the problem. By LEWIS J. SELZNICK There is a lot of talk going on about playing pictures on percentage. I have been asked by numerous exhibitors what I think of it. Let's look at it as a general business proposition. Every business has its important secrets. The men who divulge these secrets about his business places himself at the mercy of his opposition. If a clothing dealer lets his competitor know how much he pays for his stock, and what percentage of profit he makes, he gives the other fellow a dangerous weapon. Again, a clothing dealer laying in his summer goods would never agree to let the manufacturer go through his books and take his payment on a percentage basis. The retailer knows his business, and half his success lies in keeping everyone else from knowing it and cutting into it. So he buys his goods at the best price he can and keeps his secrets to himself. The successful exhibitor must be a business man. He knows his town, knows his house, knows his patrons. His inside information in the hands of outsiders will be used to boost prices on his service, or to start an opposition house. The percentage -system throws a spotlight on his gross receipts and other secrets and offers them as a tempting bait to competitors. When he plays percentage, the exhibitor shows his hole card, and plays the game with his entire hand exposed. And the man who does this may win a little ante money now and then but he never pulls in a big pot. So if you don't know what your patrons want — play percentage. If you don't know a good picture from a bad one — play percentage. If you haven't any confidence in your own judgment — by all means play percentage. "Buy at Fair Prices" Use your brains. Buy your service at a fair price. Then you have a chance to clean up when you pick a big winner. But don't be a piker. Don't try to buy gold at brass prices, or you will force the percentage system on yourself. Be fair to the producer as you expect fairness in return. I want to go on playing the game under present league rules because they have been the rules under which live exhibitors have made big money. There is more money under the percentage system for the producer and distributor of high class pictures, but I would rather forego this than discourage enterprising exhibitors. I want them to make as much money as possible, because their success is the basis of mine. But percentage is not a fifty-fitty proposition and wise exhibitors are bound to see through it. It's "heads I win. tails you lose." Finishes "Prince Chap" First of New Series Having put the finishing touches on "The Prince Chap," his first special production for Paramount Artcraft, William DeMille is busy going over new plays and laying plans for the series of William DeMille productions which are scheduled by Jesse L. Lasky. "The Prince Chap" is the first of this series of productions. Thomas Meighan and Lila Lee have the leading roles. "In 'The Prince Chap.' " said Mr. DeMille. "I have tried to make a big picture without dragging in big spectacular scenes that have no place in the story; that is, I have tried to make the picture big through emotional appeal. The story is full of situations that get under the skin, and those who ha%-e seen some of the picture out in Hollywood declare I have succeeded." WILLIAM DF. MILLE I'roducer of WMliani De Mille special*. He has just completed "The Prince lhap" for Paramount Artcraft pictures. Defer M. P. D. A. Dance To Attend T. M. A. Ball The grand ball scheduled for March 20 at the Hotel Biltmore, New York, under the auspices of the Motion Picture Director's association, has been postponed because of the dance to be given by the Theatre Mechanics association, scheduled in advance, for the same evening. A great many people who desired to attend the M. P. D. A. ball, also wished to be at the gathering of the theatre employees. Therefore, the ball of the Motion Picture Director's association will be held on Saturday, April 10. What Exhibitors Jive Saying \/fboiz£ ■EXHIBITORS HERALD "Enclosed find check for which please extend my subscription for a period of three years. "Exhibitors Herald' is too valuable an asset to any picture theatre to let it's subscription expire. It is getting bigger and better all the time." — C. A. Lopeman, Hardacre Theatre, Tipton. Iowa. "Find enclosed my check for a one-year subscription to 'Exhibitors Herald." Please start same with this week's issue if possible, as I dislike to miss any of the good things in the Herald. A copy fell into my hands a few days ago. the first I had ever seen. I am particularly impressed with your department. 'What the Picture Did For Me.' Keep it up— it's fine. This alone is worth more than the price of the subscription."— W. H. Trecker. secretary. Cabery Mutual Movie Theatre, Cabery, 111. * * * "I am a subscriber to your valuable paper, 'Exhibitors Herald." and \ have watched its rapid growth in the last few months with a great deal of pleasure. I heartily endorse its fearless editorial policy in handling questions vital to the exhibitor." — G. A. Bush, president. Broadway Amusement Company, San Diego. Cal. "Just relieve me of a few months' worry by putting me down for a threeyears subscription. I sure do want 'Exhibitors Herald,' for it is a magazine that is a credit to the trade. It's different. It's classy and right1 to the point, and best of all. you have the nerve to print the truth about anything. I am a stockholder in the northwest circuit." — E. C. Smith. Liberty Theatre. Dayton. Wash.