Exhibitors Herald (Jul-Sep 1922)

July 22, 1922 EXHIBITORS HERALD 21 Quigley Editorial Opens Wide Discussion Among Exhibitors Continued Praise for Fred S. Meyer States Quigley Editorial It Hits Nail on Head Majority of Theatre Owners Agree — One Points Out Where Independents Are at Fault "DO YOU WANT INDEPENDENT PICTURES?" This question asked of American theatre owners by Martin J. Quigley in an editorial appearing in July 8th issue of the HERALD has aroused a nation wide discussion of the entire independent question among exhibitors. While scores of independent producers and distributors continue to write and wire to the HERALD expressing their appreciation of the editorial which has precipitated this discussion, theatre owners have been sending letters which reflect serious and careful thought. i(yOUE timely editorial has indeed made this a wonderful Fourth of July for my association and myself. The HERALD was never a publication to waste words or printer's ink on vital subjects and I am glad to note that it was your pen that wrote the question, the answer thereto spelling disaster or success to the independent producer. "Will the theatre owners answer in a way to leave no room for doubt? "Hundreds of thousands of dollars are ready out here in Hollywood for independent features and short subjects. If only the answer will be 'Yes' and come soon enough for early production. Again thanking you for this editorial which has created considerable discussion in Hollywood."—GUS SCHUMACHER, manager, O'Conor Productions. * "I want to compliment you upon your very excellent editorial in your issue of July 8 on 'Do you want independent pictures?'."— IRVING LESSER, Western Pictures Exploitation Company. * "I consider it one of the best editorials I have ever read. It fits the situation as conditions exist — that is unless the exhibitors wake up to the fact they must come clean with the independent exchanges, we fellows in the independent business who invest our money in good pictures, will have to close our doors." — A. C. BROMBERG, Bromberg Attractions, Atlanta, Ga. * "This comes at indeed a critical time, as we have never before found exhibitors so indifferent even to meritorious product. I sincerely trust that this editorial will bring the gratifying results it deserves." —P. WEINTRAUB, assistant manager, Fontenelle Feature Films, Omaha, Neb. * "I congratulate you personally and the HERALD for this editorial. It is the best editorial I have yet read on independent pictures and believe it will bring home to the exhibitors the fact that independent pictures will bring them as much money as the big releases of the national exchanges if they will only cooperate with the independent exchanges." —DAVID L. SEGAL, president, Royal Pictures, Philadelphia, Pa. "It may please you to know that at the meeting of the executive committee of the Federated Film Exchanges of America, Inc., the editorial was most heartily endorsed and your efforts to bring about recognition for the independents highly praised. "A few more editorials like this one from you should help along the work of keeping independent pictures on the market to protect the interests of the exhibitors."—JOE BRANDT, executive director. Federated Film Exchange of America, Inc. The consensus of opinion expressed in letters so far received is as follows: Majority value independent pictures and admit they have not supported independents to extent they should. Several declare independents in many cases ask rentals higher than national distributors for big specials, although in most cases rentals are fair. Many say they would book more independent pictures if they knew where to get them, declaring it is difficult to locate distributors in their territory. Suggest regular and more comprehensive advertising in trade papers which are readTwo letters, which are typical in a way of the many received by the HERALD, are given in full below. Hits the Nail on the Head Fred S. Meyer, director general of the Palace theatre at Hamilton, O., and one of the best known showmen in the country, expresses surprise that the editorial shows the writer to be so well versed on the entire situation. "The greatest trouble with our business today is to be found in the tact that exhibitors as a general rule know of no 'tough sledding' except in their own line," writes Mr. Meyer. "And also as a general rule exchange men do not know or care about the task that confronts the theatre owners. And this complete lack of mutual understanding of one another's problems exists throughout the motion picture industry, as you know. "It was therefore not only surprising, but also very pleasing to read 3'our editorial headed 'Do You Want Independent Pictures?' I am frank to admit that I had no idea that you — a trade paper publisher— were so well versed. Because the points you set forth are true — absolutely accurate. "Let Good Work Continue!" "As a former exchange manager I want to compliment you. though my limited vocabulary fails to do justice to what I'd like to say. You've hit the nail on the head. Exhibitors are continually hollering about 'high cost of film,' then they turn around and penalize the. independent salesman for the losses sustained on 'contract product.' "I hope every exhibitor has read your editorial, and that all of us will begin to realize that unless we BACK the independent product we'll have no kick coming, if competition among distributors is curtailed more and more. "Thanks. Mr. Quigley! Let the good work continue!" Says Exchange Is at Fault On the other hand, C. D. Weakley of the Hardin Entertainment Company, Hardin, Mo., cites an example of an independent exchange asking a price for a picture far in excess, with one exception, of any rental ever demanded of him. He enclosed correspondence with the exchange to prove his point. "First we wish to have you wholly advised that we like the HERALD and that we always read your articles," writes Mr. Weakley. "For the last named reason we cannot refrain from giving you a few side lights on the question of just how some exchanges that are supposed to be independent approach the theatre owner. "In order that you may see clearly that we are not handing you a chunk of bunk or stale cheese information, personal prejudice or whatever you might feel like classing it, we are enclosing you a little correspondence we had with an exchange when we tried to buy one of their pictures. Willing to Pay Fair Price "We endeavor to play clean instructive pictures and do not hesitate to buy of any independent exchange that will ap (Continued on following page) Save Postage and Telegraph Tolls! To Managers of Independent Exchanges Everywhere: So many of you have written in or wired for permission to reproduce in part or in full Martin J. Quigley's editorial on "Do You Want Independent Pictures?" which appeared in the July 8 issue of the HERALD that it has been decided to waive all restrictions. You have permission to reprint this editorial in national and zone trade papers, in bulletins and pamphlets, posters and one sheets, or make any other use of it which you believe will assist you in awakening the exhibitors to the true situation facing the producers and distributors of independent pictures.— The Editor, EXHIBITORS HERALD.