Exhibitors Herald (Apr-Jun 1922)

MARTIN J. QUIGLEY Publisher & Editor * ISSUE OF * June. 3 1922 "Release Schedules Come Back By MARTIN J. QUIGLEY TT was only a few years ago that the abandonmerit of definite release schedules was hailed as a hig step forward. It was generally claimed — and generally agreed — that this permitted of the only proper arrangement for the issuance of the big special productions that the market demanded. The elimination of release dates on pictures seemed to mark in itself an advance beyond the mediocre program subject and it was hailed by producers as an arrangement under which they could best build and perfect the big special productions that were required. It now appears that the supposed benefits of the elimination of release dates were almost entirely of the imaginary sort and that instead of "creating a practical advantage for the industry it actually encouraged a condition which has resulted in a tremendous economic loss to the producer, has rendered more difficult and more uncertain the booking of pictures for theatres and has bestowed not even slight benefits on anyone concerned. * * * THK first definite announcement on the changed situation comes from Mr. Adolph Zukor and it is reported in detail elsewhere in this issue. Mr. Zukor declares that as far as the Famous PlayersLasky corporation is concerned release dates are going to be put back on pictures and kept there. The Zukor pronouncement and the entire matter |of the restoration of release dates may appear to i some at first glance as something of very limited significance to the industry. This is far from the truth because the question, in reality, is one of vast import, so vast that it may safely be declared that the fundamental welfare of the business depends upon its correct and proper disposition. The record now proves that when definite release schedules were almost generally discontinued the leading producers upon whom the theatre owners depend for the backbone of their product found themselves utterly at sea with respect to the volume of product required. Releases being made at irregular intervals, bookings and play dates consequently were irregular and they no longer provided the producer with the necessary guidance as to quantity of product required that he had been accustomed to. The condition also permitted exhibitors to contract for product to be used at some indefinite time in the future. In a vast number of instances theatres signed up for two and three times the amount of product that it was possible for them to run. This is only the natural result of the condition which was allowed to obtain and responsibility for it rests with the producer because the buyer naturally could be expected to reserve for himself, and at the same time keep from his opposition, the widest variety and the largest quantity of product possible. * * * V\7TTH the big attractions again being released on definite schedules — and we believe all the important companies will go back to that arrangement— the exhibitor will find nothing objectionable, but on the contrary, he is going to find his booking work and advertising work greatly simplified and on a basis which will enable him to get better results for the time and effort expended. Under this arrangement the production end of the business will be greatly stabilized. Producers who are able to make acceptable product will be able to know whither they are going, when they tie up an investment in a product they will be able to calculate with a fair degree of certainty when that investment will be returned to them because they will be able to know that the bookings they get on a subject represent business and not merely promises. The industry in this matter has gained valuable experience which will pay big dividends in the future.