Exhibitors Herald (Dec 1921 - Mar 1922)

60 EXHIBITORS HERALD February 11, 1922 St Out c ensor Agitation Beloit Exhibitor Delivers Address on Aspects of Motion Picture Business at Gathering of Collegiate Alumnae The PUBLIC RIGHTS LEAGUE has advocated the practice of exhibitors appearing before social, civic and business organizations whenever possible as a means of counteracting the propaganda spread by the reformers. In line with this is the lecture delivered recently by F. A. Reichstein of Beloit, Wis., before the Association of Collegiate Alumnae. In a letter to this department, Mr. Reichstein says: "Enclosed find clipping from our daily paper with a little publicity obtained that I figure does lots of good, as it served to enlighten the picture-going public and others on points of the industry that they were not familiar with. "I honestly believe that if any exhibitor, regardless of the size of the community, would do the same thing, it would be the means of stopping agitation against the movies." Following is reprinted the column story published in the Beloit Daily News on Mr. Reichstein's address: College Alumnae Hear Address on Moving Pictures Manager Reichstein Declares Trend In Films Is Steadily Upward "Beloit moving picture audiences have a peculiar relish for action and adventure pictures on Saturday and Sunday, and society dramas during the week," said Manager F. A. Reichstein on Saturday afternoon in a talk on "Aspects of the Moving Picture Business," delivered before the Association of Collegiate Alumnae. "The weather also has its own reaction on audiences. Any sudden change is disturbing to attendance. If a cold snap sets in, movie patrons hug their firesides the first night. The second night business picks up, and the third night of the same weather finds the public adjusted to it and coming out as usual." People in general have no idea of the magnitude of the moving picture industry, which is the fourth largest in the United States, Manager Reichstein said. He made the statement that an 'executive like Postmaster General Will H. Hays, who has resigned a cabinet position to head the industry, will do much to standardize production and prices, and put the business on the high plane its enormous capital invested and productive powers need. Demand Upward Trend The whole trend of the movies is upward. Public pressure is demanding it. Quality in performance, meritorious story and elimination of the cheaply sensational are requirements today which must be met, was the general message offered. Two negatives are made of every picture taken, one for the United States anil one for Europe. From these negatives any number of prints can be made as needed, he said. The average life of a print is sixty days, when it has to be called in to be mended or a new one issued. The most famous authors, as well as musicians, now contribute to the celluloid drama. Large royalty rights are paid for picturizing popular novels and musical composers are called in to compose or compile music suitable to the action of the film. Immense sums arc tied up in production plants, settings, mechanical devices and salaries of directors and stars. Eventually the play instead of the star will be emphasized, and with the reduction of producing expenses will come a reduction in the price of shows to the public, Mr. Reichstein emphasized. Directors Censor Films Press sheets for publicity purposes and tables of music cues are furnished moving pictures managers to help put the plays across. Scenario editors and title writers add to the expense. Directors are now realizing the futility of photographing scenes that will be censored, for it only means a waste of footage that represents an outlay of many hundreds of dollars. "Producers are doing their own censoring these days," Mr. Reichstein said. "It is rarely necessary today to censor a film after it leaves the studios. Better pictures are being demanded right along. People now choose their cinema amusement, instead of killing time with anything offered them, as in the early days of the industry. Producers are also learning the mistake of putting out films under misleading titles, calculated to arouse false curiosity in the public. "From four to eighteen months is the average time consumed in mounting and producing a film of average length. A new picture just completed and not yet released represented 134,000 feet of original footage, and when cut down for projection was reduced to 14,000 feet. First run rentals cost from $800 to $1,800 a booking of five or six days. Older, reissue pictures can be secured for less." Bookings in Advance Choice bookings must be made six weeks in advance of showing, and arc projected for the buyer in special projecting rooms run by the various film exchanges. A trial projection is always made before the play is offered to Beloit audiences, to insure smooth mechanical action and to rehearse the orchestra in the music cues demanded. December is the worst month financially, iti the moving picture manager's calendar, Manager Reichstein said recently. The holidays interfere with attendance. A general discussion was participated in afterwards, press sheets and spool of photographic films being exhibited by the speaker, who answered many questions on the subject. A Tip From the Reports The Sky Pilot, a King Vidor production.—Boys, it's a dinger. One of the best shows we ever had in our house, and that's no lie, either. Book it quick and play it up like a circus. It's got everything. Better than any sermon. We invited all the preachers in town to see it and they all said, "Amen." — McClure and Faulkner. Comique theatre, Jamesport, Mo. — Neighborhood patronage. Just Around the Corner, a Cosmopolitan production. — Indeed The Old Nest is a great picture, one of the greatest of the year, but Oh! boy, Just Around the Corner is a work of art of which the producers and actors and directors should feel proud. Pictures like this one will elevate and set a moral standard on the screen that no faction will ever venture to discriminate against the silent entertainments. More like this one should be produced. The actors were great. I will call this cast an all-star cast. — J. Carbonell, Monroe theatre, Key West, Fla — Neighborhood patronage. Bunty Pulls the Strings, with a special cast. — This is one of the good ones. There would be no censorship if all pictures were as line as this. — Mrs. James Webb, Cozy theatre. Union, Ore. — Small town patronage. The Sky Pilot, a King Vidor production. — If all pictures were like this one it would be a pleasure to be in the business whether you lost money or not. Everybody liked it and told me so. It had the most beautiful scenery I have ever seen in any picture. If you show this one, get the churches back of it.— Harry G. Weaver, Gem theatre, New London, Mo. — General patronage. The Inside of the Cup, a Cosmo politan production. — What a pleasure to play this and have the clergy shake hands and congratulate you. (Jrcat.— E. J. O'Neill. Broadway theatre, New Brunswick, Can. Contributions to "What the Picture Did for Me" suggest pictures which will win the good will of your patrons and in turn silence the reformers in your community. Exhibitors who desire to aid the industry in fighting censorship and blue laws Will benefit by reading the comments of other theatre men and booking their pictures accordingly.