Exhibitors Herald (Apr-Jun 1922)

24 EXHIBITORS HERALD June 3, 1922 gained offer hope of substantial progress under the new condition that has come about. Results from General Improvement This new condition, Mr. Zukor contends, is largely the result of improvement in general industries, the return to normal, or nearly normal, of general business that had been limping desperately since the era of postwar prosperity drew suddenly to a close. He asserts that, contrary to the widely expressed belief, the motion picture industry was not to be long held waiting for some beneficial effect from this improvement in general business but, on the contrary, the picture business benefitted almost immediately and in a substantial manner. In support of this assertion, Mr. Zukor referred to the various lines of exact information reflecting the true condition which he has at his disposal. Very important among these, of course, being the theatre connections of his company from Broadway to San Francisco and embracing a sufficient number of intermediate points to afford an accurate survey. "We have made ready to meet the return of substantially better conditions and in the face of what we have learned in the past few weeks we feel that we have been none too early in our preparations," said Mr. Zukor. "A year ago our conception of conditions convinced us that the wise business course was to curtail and to get down to the closest economic operation. At this time, however, we believe conditions warrant and demand an entirely different course — and we are following an entirely different course. We have either produced or have already in the process of production a volume of product that represents a far greater investment than we ever even dared to contemplate at any previous time in the history of our company. Comprehensive Plans Are Announced "In addition, we have elaborate — and expensive — plans for going after the business which we know can be gotten if the right means are put to use. Our advertising plans reflect the scope of the policy which we have adopted as a result of our confidence in what the immediate future of the motion picture business will bring: We shall spend more for advertising than during any previous period in the history of the company. We shall do this simply and solely because we know what conditions are and this knowledge of conditions convinces us that the business is here to be gotten. "A year ago and eight months ago I made no secret of my apprehension over conditions. The industry had been severely, almost mortally, hurt. Attendance dropped to the danger point and below. The industry was not prepared to dig itself in for a long fight. As business slackened various abuses which we had tolerated and failed to wipe out when business was good, rose up to smite us. The prospect was dismal — and I admitted it. "But the change has come; it came suddenly and in no unconvincing way. The business is better, healthier and more substantial than ever before. The new condition that has been brought about has come chiefly through external influences but within the industry also things making for a substantial betterment have been brought about. One of the greatest strides of progress that has been made by our company is in the matter of putting release dates back on pictures. A few years ago the release date (( ontinued on following fu<ic) Balaban & Katz Lease Aschers' Roosevelt in State Street, Chicago Ascher Brothers' new Roosevelt theatre in State street, Chicago, has been leased for a period of five years by Balaban & Katz of the Chicago, Riviera, Tivoli and Central Park theatres. The transaction does not affect ownership of the theatre. Goldwyn Distributing Company has a substantial interest in the Roosevelt, and it is understood that the deal has a bearing upon the reported merger this fall of Goldwyn and First National. Balaban & Katz are the original First National franchise holders in the Chicago territory. The Roosevelt, one of the finest houses in the country and seating 1,600, will be operated by A. J. Balaban. Theatre Competitor Is Closed by Mayor (Special to Exhibitors Herald) WASHINGTON, IND., May 23.Eastside Park in this city will not be in competition with the motion picture theatres this year. John W. McCarty, recently elected Mayor has decreed that the Park, which has heretofore had free pictures and vaudeville in summer, will be closed to all such attractions during his term of office. This is mighty good news to the theatres, as the Park attractions have put a crimp in the theatre box office receipts in the past. Students at Carnegie To Hear Will H Hays (Special to Exhibitors Herald) NEW YORK, May 23.— Will H. Hays, president of the Motion Picture Producers and Distributors of America, will speak before the students of Carnegie Institute of Technology, Pittsburgh, on Friday, May 26. The address by Mr. Hays will be one of features celebrating Cauppus Week at Carnegie. f/ ^Auerbach and Selig to Confer on Production (Special to Exhibitors Herald) NEVV YORK, May 23.— Louis Auer-| bach, vice-president of Export & Import Film Company has left for Los Angeles where he will confer with Col. William N. Selig regarding new production plans. Col. Selig owns the film rights to a number of famous novels and plays it is i aid. iversal to Produce Version of "Ivanhoe" (Special to Exhibitors Herald) NFrW YORK, May 23.— Carl Laeramle on his return here today, announced thai Universal would begin work soon on a feature production of "Ivanhoe." Either King Baggot or William Worthington will direct. Enid, Okla., Goes "Blue" (Special to Exhibitors Herald) ENID, OKLA., May 23.— Enid resi dents at an election last week voted al most two to one for Sunday closing.