Exhibitor's Trade Review (Nov 1925 - Feb 1926)

Page 72 Exhibitors Trade Review The Battle Hymn of the M. P. T. O. A. JOSEPH M. SEIDER Business Manager, M.P.T.O.A., and Pres. M.P.T.O.A. of N. J. Excessive theatre building threatened early in 1925 to make this year one of the darkest in the history of the film industry for the independent forces and their struggle for independence. Everywhere were undercurrents foreboding giant theatre interests contemplating mergers which, it seemed to me at the time, would make such combined forces literally invulnerable as producer-distributor-exhibitor. The first few months rolled by and with their passing came realization. It was then definitely established that there would be over 1000 feature productions for the season 1925-26. But the producer-distributor-exhibitor situation caused many an independent exhibitor to be disheartened rather than encouraged by the knowledge of such a quantity of product on the market. The Independent producer as well was in a similar quandary. Because, against him and his comparatively small capital were amalgamated millions and the pressure that millions will bring on sales, exploitation and advertising. The Motion Picture Theatre Owners of America readily appreciated that unless a union of independent forces was effected — a pact in the form of a mutual understanding and knowledge of each other's merits — the apprehensions of early 1925 would materialize into a chaos, which would crush the cause of Independence. To me, in fact, never did the cause of Independence seem so near the brink of dissolution as it did early in this year. But, just when matters seemed at their darkest — with the problems of In By JOSEPH M. SEIDER Business Manager M. P. T. O. A. dependent exhibitors getting worth while product at let-live prices ; and independent producers being able to find any market for their material efforts — a project which has resulted in a complete reversal of these conditions and a rehabilitation of Independence was promulgated by officials of the Motion Picture Theatre Owners of America. At the instigation of Sydney S. Cohen, then chairman of our national administrative committee, a movement based on facts, figures and merit, entered its embryonic stage. It first took shape as a questionnaire submitted to every known producer in the film industry. The replies to this list of pertinent questions proved to the Independent exhibitor that he need have no apprehen R. F. (Pete) WOODHULL President M.P.T.O.A. sion as to obtaining meritorious product at prices commensurate with his box office. The answers afforded a light of salvation to Independent producers. Summarily, the replies proved to the independent exhibitor that in the independent producer ranks was product to be obtained in abundance of the finest quality, embodying some of the greatest stars and whipped into shape by some of filmdom's most eminent directors. The questionnaire, as I have said, was the first step. It indicated the way but the way had to be paved with something workable — something concrete — which would serve as the active medium for cementing security and mutuality. The Milwaukee convention of our national organization gave birth to this fundamental basis, christening it — The Playdate Bureau. Thereafter weekly bulletins and advice which emanated through the Playdate Bureau was mottoed "Hold Your Playdates." All during June and July theater owners were cautioned through this medium to value each playdate as a diamond of the first water. What was the result achieved by the Playdate Bureau during the first two months of its existence? The actual arresting of a stampede for product which would have terminated in many independent exhibitors today not being in our ranks, as well as a lot of excellent independent pictures, now solidly booked, being high on the shelves of the musty film vault. And with August and the headline in the Playdate Bureau changed to "Fill Your Playdates" the mission of the brain child born in Milwaukee was fulfilled to an extent far beyond our greatest hopes. Much individual credit for the success of this medium, which not only preserved the integrity of our battle for independence but also elevated SYDNEY S. COHEN Chairman Board of Directors, M.P.T.O.A.