Exhibitors Herald (Oct-Dec 1920)

December 25, 1920 EXHIBITORS HERALD 141 Outlook Bright % JL friedman for the Independent Field Never in the History of the Industry has State Right Man Enjoyed Greater Prosperity I FEEL that 1921 has many big things in store for the independent exchange man. Never in the history of the industry has he enjoyed greater prosperity. This is due in part to the greater number of independently produced subjects and the higher quality of these' pictures. During the past seven years the business of Celebrated Players Film Corporation has grown steadily year after year despite the many business depressions of the last two years, and when we get into our new quarters in the newly established film district, we expect with our increased facilities for handling it to do twice the business of the past year. During the last year Celebrated Players has taken its place among the big independent exchanges of the country. It has booked more theatres in Chicago than any single exchange in the Central West. Celebrated Players has on its books more than 1,100 theatres in the Illinois and Indiana territory which it is serving as "regular customers" besides the 300 city houses now playing our comedies and other short subjects. * * * Many of the big downtown houses such the Rialto, Randolph. McYickers, Orpheum, Rose, Boston and Alcazar have Celebrated subjects as part of their programs weekly. •I realized long ago the growing demand for short subjects and to meet this demand have kept adding from time to time suitable films whenever available. I endeavor to keep in constant touch with the leading producers of productions for the state right market and now Celebrated Players is in a position to furnish entire programs, having added several features to the long list of serials and short subjects heretofore handled. Celebrated Players has been particularly fortunate in selecting its serials. Time and again various serials have beer, submitted for my approval and while J: SpediaT >ln the Jhadow of the I Dom^ Vi'ii- A David G. Fischer Production they possessed talent of unusual caliber, had been carefully directed and in every technical way splendidly made, have been turned down because they lacked in plausibility and interesting plot. Celebrated Players has adopted a policy which can be used to good advantage by every independent exchange that hopes to stay in business. It has rendered the exhibitor every assistance in putting the picture over after selling it to him. Every possible aid in exploitation in the way of press books, plan books, paper, stills, window and lobby displays have been provided and a staff of trained salesmen render many valuable hints to the exhibitors doing business with this exchange. Comprehensive and studied advertising drives on billboards, by the use of large newspaper space and dodgers have created a demand for Celebrated subjects throughout the territory served by us. Heretofore Celebrated handled nothing but short subjects. Xow, however, a growing demand has compelled us to add not only serials but full length features. A m o n g the big serials available through this exchange are "The Carter Case." "Houdini." "The Hand of Vengeance." "The Tiger Band" and "The Lurking Peril." The short subjects include Celebrated comedies, Gayety comedies. Monte Banks comedies, Hank Mann. The Hall-room Boys. Muriel Ostriche in two reelers, Will Rogers' "Illiterate Digest," Screen Snap Shots, showing famous motion picture stars, J. L. FRIEDMAN President of Celebrated Player* Film Corporation of Chicago. Charles Urban's pithy Movie Chats and Globe Trots, scenic and travel pictures. "A Child for Sale." "The Jungle Princess," "Xobody's Girl" and "Bonnie May" are among the feature productions being published through Celebrated. Through a deal with Western Pictures, Celebrated Players has secured "That Something," "Neptune's Bride," 'Sins of the World" and "Souls of Men" for the Illinois and Indiana territory. 1921, A BANNER YEAR By PHIL L. RYAN IRRESPECTIVE of what the eco nomic conditions of the past year have meant to business in general, the close of this year finds the motion picture industry, as a whole, in a much sounder condition and on a much firmer basis than ever before. Much has been accomplished in the course of the past twelve months and the situation at the moment points to big things accomplished in a big way in the future. The froth is off the brew and the substance remains, and it is strong. The exhibitor's position is sound. He has raised his prices to meet general rising costs, but' the general quality of his product has been so greatly improved that his prices may remain when men in other lines are forced to make reductions. * * * Merchants in staple lines of long development had reached the top notch in quality before they started to raise their prices in line with the general movement. Therefore, the raise in price was a definate increase on a fixed value. The motion picture business, on the other hand, was in a state of development and the rise in price came with the improvement in quality. Since the quality is to remain, the higher price can remain without detriment or loss of patronage. Surrounding the soundness of the real men and firms of this industry, we have had for years the wildcat promoters and the shoestring producers. Roosevelt said that every progressive movement had its "lunatic fringe." So, too, every legitimate industry in the course of its development has its "frenzied finance fringe." One of the most significant happenings in the industry is the investigation conducted by the National Association into the numerous stock selling schemes that have hampered the legitimate standing of legitimate concerns and the public branding of these fakers for just what they are. This is just one of the things indicating that we have struck close to rock bottom in business methods in this business. The motion picture industry has followed the course of all other industries of rapid and great development and has steadily tended toward centralization until today we are .on,, the. eve of its complete accomplishment. Local theatre chains have steadily extended their scope until many of them are becoming almost nation-wide. In distribution only those organizations of country-wide strength are really important. It is a significant fact that the big men in the developing of this industry are today the leaders of the big combinations. | These facts represent the consensus of opinion of the leading exhibitors io various parts of the country who are members of Associated Exhibitors.