Exhibitors Herald (Dec 1924-Mar 1925)

Published every Wednesday by Exhibitors Herald Co. Editorial and Executive Offices: 407 S. Dearborn St.. Chicago, U. S. A. (Tel. Harrison 9248-9249) New York Office Los Angeles Office 1476 Broadway (Tel. Bryant 5111-1368) 5528 Santa Monica Blvd. (Hollywood 8520) James Beecroft, Manager Harry Hammond Beall, Manager All Editorial and Business Correspondence Should Be Addressed to Chicago Office. Edwin S. Clifford, Managing Editor George Clifford, Business Manager Williasi R. Weaver, Exhibitor Editor Jay M. Shreck, News Editor J. Ray Murray, New Pictures Editor John S. Spargo. New York Editor Other Pubucations: “The Box Office Record,” published semiannually, and “Better Theatres,” published monthly as a supplement to Exhibitors Herald. Subscription Price: United States and Its Possessions, 83.00 a year; Canada. $4.50 a ye^ir ; other parts of world. $6.00 a year. Single copy, 26 cents. Member. Audit Bureau of Circulations. Copyright. 1925, by Exhibitors Herald Co. Vol. XX. March 7, 1925 No. 11 Express Company Plan Creates Big Issues Preliminary expressions by distribution executives on the “express company plan” are exactly in accord with our forecast printed recently. The plan has elicited no great enthusiasm and it is not likely to. It is not within our province to suggest what the attitude should be of the large successful distributors. In our case, we are concerned more with the broad aspects of the proposition as affecting the general welfare of the trade. In the case of the wellentrenched distributors, they are naturally more concerned with the possible effects of the plan upon their own particular interests. And in consideration of the paiticular interests of the biggest distributors it cannot be denied that the express company plan has many features that may operate to their eventual disadvantage. The plan, doubtlessly, would mean a decrease in the cost of physical distribution, with an improvement rather than any lessening in the value of the service, to the companies and to their customers. Other advantages incidental to the elimination of the present heavy weekly cost of doing business would be gained. But it would open the trade wide to the fullest and most unrestrained competition that it has ever experienced. And that thought weighs heavily upon the minds of the biggest distributors when the express company plan is up for consideration. An efficient system of centralized distribution, such as that contemplated in the express company plan, would be a real life saver for the small independent companies, provided, of course, that such companies would be permitted to participate. We were not prepared for the lack of enthusiasm, if not disapproval, from exhibitor sources which greeted the plan. However, various of the expressions which have reached us, we think, are likely to be changed when the theatre men think a little more deeply into the question and when they examine more thoroughly into the objections which they stated off-hand. It appears that exhibitors are holding against the express company plan the record of the American Railway Express company in the service it has rendered to them in the ordinary transportation of films. For many years there has been much sentiment among exhibitors against the express company on the score of arbitrary treatment and high costs of the service in comparison with the tariff of the parcel post service. The express company service in the transporation of film grew gradually from a very small beginning. It may be found that in consideration of the volume of business which the theatres give to the express company they may now be entitled to a better and a more appropriate service, and to the special consideration which their circumstances warrant. There is also provision in the plan to have shipments made by parcel post when it is advantageous to exhibitors. But the express company plan, whether its reception has been better or worse than expected, will not quickly pass out of the forum of the industry. It is probably here to stay in one form or another and exhibitors who may be vitally affected should study diligently into the larger issues involved in it. Attend Convention and Do Your Part Members should mark up their calendars in a conspicuous manner to remind them that the fifth annual convention of the Motion Picture Theatre Owners of America will open in Milwaukee on May 12. Every exhibitor meeting, great and small, is an event of importance. It is in these eouncils that concrete exhibitor sentiment on various matters of vital significance is formed and out of exhibitor meetings there have developed many movements of farreaching consequence. The coming national conclave comes at a time when the industry is confronted with many questions which can only be solved by carefully planned and concerted action on the part of the organized exhibitors. The past year with the national body, fortunately, has not been marked with sensational events but, instead, a great deal of quiet and solid building has been going on. The immediate future for the organization is very bright, indeed. The national officers have done a great deal to insure this bright future and the one thing remaining to be brought about in order that a still greater and more serviceable organization may be realized is that the individual members throughout the country arouse themselves. One definite way for individual exhibitors at this time to show that they are alive to what is expected of them by their association is for them to make plans to be on hand in Milwaukee for the convention.