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

Page 60 Exhibitors Trade Review The Unit System Wins RICHARD A. ROWLAND General Manager of First National Pictures, Inc. Sam Spring, just returned from a trip through the Middle West and the South, came into my office all smiles. "Things look great'" he said. "Exhibitors are making money and are counting on the biggest year they have ever had." Ned Depinet, who accompanied Sam Spring on the trip, was equally enthusiastic, and from the far west, Ned Marin is sending us the same son of reports. On every side, the situation look* mighty good for the motion picture business during the coming year. A close check-up of all types of theatres shows that there has been a steady increase in patronage throughcut the past twelve months and there is every assurance that this demand for pictures of the better class will increase. One certain indication of tne healthy condition in which the industry finds itself on the eve of 1926, is the activity in theatre construction. Many communities are finding that they need new ?nd better theatres and real estate men have enough confidence to place their money in the investment. The inevitable result will be enlar-red market for motion pictures of the most entertaining quality that producers can make. Speaking for First National, I may say that we are proud of what has been accomplished during 1925. Records show that our product has made mcney for the exhibitor and we feel that we have helped to build for the future in increasing the popularity of stars such By RICHARD A. ROWLAND General Manager, First National Pictures, Inc. as Noni Taimadge> Colleen Moore, Corinne Griffith, Constance Talmadge, Richard Barthelmcss, Milton SillsLeon Errol, Johnny Hines and Harry Langdon. What we have done for the exhibitor in ;925, we expect to do even more successfully during the season to come. Most of the stars I have named will appear in two or more pictures between January (First National Month) and June. Then there will be all-star casts of box office favorites, and topping the entire list of productions, either completed or in preparation, are two big specials, Earl Hudson's "Men of Steel" and "The Viennese Medley," the latter a June Mathis production, and, according to all reports, one of the finest pictures made on the Coast during the past year. In accord with the policy always adhered to by First National, there is plenty on our program for the best of the product of individual producers. From its inception, First National has opened its doors to the highest type of picture, encouraging the individual producer and director. The result is a line-up of photoplays representing a great variety of talent supplementing the output of 'the company's own studios on the East and West Coasts. Denton, Texas, December 8, 1825. Editor: — My forecast for 1926 picture business is indeed very pessimistic insofar as the independent exhibitor is concerned. In fact, the close of 1925 sees him almost exterminated in Texas, as trust-owned or controlled chains have nearly every good town in the state under their control. And those that they don't control they are dickering for an interest or an outright purchase. The weaker ones don't do any dickering. It's either "sell to us or be without service." However, the drastic Anti-trust (?) laws of Texas would be violated if such a broad threat were put into so many words. If the independent producer is going to have a market for his output, he had, or they had better get busy and build some theatres in these trust-controlled towns. I wouldn't suggest that they buy any chain that might be for sale as there might be such an error as was recently SAM SPRING Secretary and Treas., First National Pictures, Inc. It appears to me that the last two years have shown conclusively that the best results may be obtained through the unit system of production rather than the older method of studio work which tended to curb the genius and originality of individual producers and authors. I believe that units should be relatively small so that the producer can concentrate and specialize on his pictures. made in the purchase of a key city house in this state. For the chains I see a very prosperous 1926, using up their shelved goods in conjunction with the Infamous — and other products of the big 3. It's, "take what we offer or do without." Other state organizations will do well to look forward to what they are coming to and forestall the fate that the independents of Texas have suffered. And there are two ways of doing that. One, to forget that the 'Big 3' are making pictures, the other to tie up with the independent producer on percentage contracts as the independent producer is as bad about squeeze plays as is the trust when the balance is thrown in his favor. This is a case where the state organizations must work out their own salvation. Respectfully, (Signed) E. L. BYAR. An Ex-Exhibitor 's Lament