Exhibitors Herald (Dec 1924-Mar 1925)

20 EXHIBITORS HERALD January 3, 1925 {Continued from preceding page) no intention of entering into any program of wholesale changes and readjustments. This year-end survey would he incomplete without reference to a development which has been repeatedly impressed upon us. This development is the marked and remarkable improvements that have taken place in theatre operation and showmanship. This development has been so far-reaching that it may be said that the theatre branch of the industry is manned with a more efficient, more capable and more enterprising business man than might have been reasonably expected in ten years hence. A big factor in raising the general standard of showmanship of exhibitors has been the service of the various trade papers. In no industry is the retailer given a better or a more valuable service from his business publications than is given the motion picture exhibitor. During the latter part of this year the very interesting development of the theatres entering into combinations became an outstanding fact. As yet this movement, as a national phenomenon, has not carried sufficiently far to have had its possibilities and its effects become apparent. During the coming year this development will be under close scrutiny by exhibitors both inside and outside the combinations and also by independent distributors with product to sell. « « * A very important commercial fact disclosed during the past year is that rental prices have decreased. Alongside of this fact may be set down the interesting information that despite the decrease in rental prices distributors’ revenues have been on the increase. What seems to be a contradiction here is explained on the grounds that new theatres and larger theatres have given the increased revenues to distributors. With an eye to the future, it is apparent that this situation represents a serious matter. New theatres and larger theatres cannot be depended upon indefinitely to keep up distributors’ revenues and, when the curtailment comes, it will first strike the smaller independent concerns. If no radical change comes about it certainly will lead to the eventual elemination of these companies. With these companies out of business exhibitors may encounter a period that will be known as a “seller’s market,” just as the past year has been known as a “buyer’s market.” Looking ahead, there are no signs of genuine alarm on the horizon. It is true now — and it probably will always he so — that there is need and demand for many readjustments and changes. But by every sign that we feel may be depended upon, 1925 should not only be a continuance of the prosperity of the past year, but it should be a better year in many respects. During various times in 1924 general business conditions were far from favorable. In fact, in only the very latter days of the year were these conditions really flourishing. Because of its peculiar nature the industry may have a better chance than various other businesses in times of adverse conditions, yet the condition of the public’s purse is always a factor that must be reckoned with. We enter the New Year under most favorable auspices. Prosperity is abroad throughout the land. The theatres, generally, are crowded and the calibre of the product being turned out by the studios is such that there is every reason to believe that the public’s enthusiasm will not be dampened, especially when the type of theatre showmanship that can be depended upon is taken into consideration. If any adverse conditions overtake the industry during the coming year, the motion picture itself will not be to blame; the inherent possibilities of successful operation in every branch of the business will not be to blame and generally conditions cannot be held to account. The only threat of danger comes from the possibility of the various essential factors of the industry getting into ill-advised and unnecessary conflict and dissension. This is a dangerous menace, but it certainly can be avoided through a common determination to seek earnestly to obtain adjustments of differences through fairness and square-dealing. We, therefore, can face a New Year of great promise with full conviction that the attainment of its greatest rewards is within the easy reach of those who will follow the right way to win. Index to This Issue, Page 22. Re-Takes is the season of good resolu I tions. Some of us have a lot of per A fectly good ones, held over from last year, that we never used. sjs * * There was the one about smoking. And the “no mor’ gin parties” as well as the “eat sparingly” one. * * * If the directors would only make one — no more jazz pictures — I’d be satisfied. * ♦ * For weeks and weeks we’ve just staggered from one synthetic seven reeler, picturing the 1924 flapper romping around in a pool with her pickled friends, to another. Let’s cut ’em out. * * * Yes, Yes Another good resolution for the press agents to make would be to write a nice caption on every photo sent out. A picture of a pretty girl without any name or address doesn’t mean much on the editorial desk, after the wrapper has been thrown away. * * * Can’t Break It There’s one law that folks don’t often break — in fact I never heard of anybody breaking it. The law of gravitation. * * * Great Stuff My what a serial that Muscle Shoals controversy would make. And the Federal Trade Commission hearings. Von Stroheim ought to do ’em in thirty-nine reels. * * * In the News Reel I see they’re sending a dry agent out dressed as a woman to catch bootleggers. Probably on the theory that no gentleman would refuse a lady a drink. * * * A New Step The latest thing is the cross-word puzzle dance. The cross word follows the big boob who steps on some lady’s foot, I suppose. After that he’s puzzled because she don’t dance with him. * * * Speaking of Weather I notice the temperature was 42 below zero last week in Medicine Hat. Hope there were ear-bobs on that Hat. * * All Set President Coolidge is trying skiiing. He’s going to be prepared if Congress tries to put the skids under any of his plans. * * * How About It, Maynard? Chicago has a film exchange manager running for Alderman. Well, if he can garner the votes as well as the film contracts, he ought to win in a walk. * * * Prompt Jackie Coogan wrote a letter to Santa Claus and now he has a big baby brother, which has restored Jackie’s faith in Uncle Sam’s letter service. ■l! * * Long Time Off I hope to live to see the day when a vaudeville team that can’t sing or play won’t go into a dance. Or an ingenue on the screen who doesn’t throw her foot back when she kisses the big hulk sweetheart. * * * Happy New Year to everyone. — J. R. M.