Exhibitors Herald (Apr-Jun 1922)

26 EXHIBITORS HERALD June 3, 1922 Outlook Bright for New Season Detailed Survey of Conditions Is Made By First National Majority of Districts Report Business in Industry Is Steadily Improving (Special to Exhibitors Herald) NEW YORK, May 23.— The outlook is bright for a prosperous season in the motion picture business. Conditions are steadily improving. The general opinion seems to be that rentals will remain firm. Xo general reduction in admission prices is forecast. These are the fundamental facts disclosed by the second annual survey conducted by Associated First National Pictures, Inc. The results of the survey form a comprehensive and significant review of the year and give an encouraging forecast for the new season opening this fall. A questionnaire sent to all exchange managers was divided into eight questions, the whole forming a concise summary of theatrical and general conditions in each territory. The questions and an analysis of the answers follow: 1. General Business Conditions — Better or Worse Than Six Months Ago? Seventeen of the thirty-two territories report general conditions steadily improving. Seven report no appreciable change and eight declare that conditions are slightly worse. Improvement is most marked in the Middle West and East — in the territories between the Rocky mountains and the Alleghenies. Conditions in the Southwest and Northwest are better than in the mountain regions. Labor crisis in the coal mining regions is the only cloud on the horizon there. Unemployment has decreased from 35,000 to 10,000 at Buffalo. New England is suffering from strikes. Unemployment situation is being remedied at Cleveland and Chicago. Feeling is optimistic in the agricultural sections. Business is picking up in Northern California. Industrial concerns generally are preparing for a revival of activities. 2. What Is the Outlook for Next Season? Every territory is confident that the coming season, beginning with September, will bring a marked improvement. Omaha, a representative center in the agricultural districts, reports that the farmer is getting more money for his produce, and that the anticipated crops make the outlook exceptionally bright. Minneapolis, Kansas City, Oklahoma City, and St. Louis concur. Philadelphia promises marked gains in textile, steel and iron activities with the settlement of the coal strike. Denver, one of the hardest hit districts of the country, is confident of relief by autumn. Butte reports resumption of service by the mines after eleven months of inactivity. Cleveland sees a necessity for further adjustment to meet post-war requirements, but counts on much better business as this (Continued on page A9) Production At Its Height LOS ANGELES, May 23. — Studio schedules show 130 companies now producing, with approximately 20,000 persons employed. Units working are: Universal, 18; Fox, 15; Lasky, 11; United, 10; Balboa, 5; Roach and Century, 4, and Ince, R-C, Mayer, Fine Arts, Vitagraph and Goldwyn, 3 each, the remainder being single or in pairs. Theatre Men Look For Speedy Return To Better Business Arrow Chief Says Conditions Have Taken Decided Turn Toward Improvement (Special to Exhibitors Herald) NEW YORK, May 23.— Exhibitors are optimistic and looking forward to a speedy return to prosperity. This message was brought to New York by Dr. W. E. Shalltnberger, president of Arrow Film Corporation, following the M. P. T. O. A. convention at Washington where he met theatre men from all sections of the country. "While we all realize that some time must elapse before things are exactly as they should be," he said, "the fact remains that business conditions within the industry have very decidedly altered for the better. While in Washington I talked with a very large number of exhibitors and found them all, if not boastful about the money they were making, at least optimistic and looking forward to a speedy return of prosperity. "We all of us know that under normal conditions the summer months are the worst in our particular line of endeavor, therefore it is not to be expected that, coming directly on top of the slump, this summer will see any tremendous exhibitor fortunes amassed. But I do believe that beginning with next fall we're going to see an infinite betterment of conditions. This will be brought about by two things, the economic readjustment which is now taking place and the calibre of a good many of the productions which will be nationally released at that time. "While a great many causes have united to keep people out of theatres there is no denying the fact that the chiefest of these has been the quality of pictures and the general resemblance of one to the other. "That there will be quality productions is a foregone conclusion. My company will offer a most pretentious program. But 1 don't for a single instant mean to imply that Arrow pictures alone will be worthy the consideration of exchange men and theatre owners. I have definite information to the effect that before the end of this summer a very large number of worthy independent pictures will reach the screen. And that is what the screen needs. Produces Expensive Film as Answer to Talk of Depression Fairbanks Makes Most Costly Picture Because of Faith in Industry (Special to Exhibitors Herald) LOS ANGELES, May 23.— If production activities may be considered as a weather vane, there is every indication at Coast studios that business conditions in the motion picture industry are improving steadily. Great sums of money are being expended on fall product, which seem to forecast prosperity for the industry during next season. At one of the independent studios in particular is this spirit of optimism prevalent. Douglas Fairbanks has just launched production on his most expensive feature. This, declares the star, is his answer to any talk of business depression in the industry. "It's all due to bad pictures," says Mr. Fairbanks in discussing business depression and his forthcoming production on which he plans to spend more than i $1,000,000. Mr. Fairbanks has unlimited faith in the stability of the industry or he would not have considered production of a picture of such magnitude. The picture on which the star is now at • work is "Robin Hood," which will be distributed through United Artists. In order that the industry may prosper, however, Mr. Fairbanks believes that historical romances and stories that arc genuine and human must be transcribed to the screen. The day is past, he says, when sordid realism finds popular favor with the public. "My new picture," says the producerstar, "is not to be all expensive settings. It has a clean-cut, human story, great historical interest, and is full of the same romantic dare-deviltry that made 'The Three Musketeers." Real Ground for Optimism A panoramic comparison of the 1922 industrial survey as compared with that made in 1921 affords real ground for optimism and confidence. More than 50 per cent of the territories report an improvement in conditions during the last six months. In 1921 there was but one word applied to general conditions everywhere, and that word was "worse." Today there is a universal feeling that the crisis is past, and that with the beginning of September there will be a definite return to prosperity.