Exhibitors Herald World (Oct-Dec 1930)

66 Better Theatres Section November 22, 1930 The Market for American Motion Picture Equipment in the Far East (Continued from page 61) having a seating capacity of only 200 to 600. With the exception of the leading theatres in Istanbul, Smyrna, and Angora, all the other establishments are poorly and primitively equipped, their owners having a very little operating capital and being obliged to use cheap equipment and films. In view of the low purchasing power of the great majority of the population in the interior, no modern or large motion picture theatres can be established and operate successfully throughout the greater part of the country. The majority of the owners of motion picture theatres throughout Turkey operate on a very small scale, and, in addition, practically all of them are more or less uninformed concerning modern motion picture developments and improved equipment. Increased sales of motion picture equipment, as well as the increase in the number of motion picture theatres, are largely dependent upon an improvement of social, educational, and economic conditions. Although it can not be denied that the present government has put into application in the course of the past few years a number of laws and regulations tending to promote the cultural and social standards of the population, it will undoubtedly require considerable time for this movement to yield the desired results. Projectors. — Prior to the war motion picture projectors were supplied largely by French and to a certain extent by German manufacturers. Among the French products, Pathe equipment was introduced at the time when the first local motion picture theatres were established, and enjoyed a marked preference on the market. During the war, when it was impossible to obtain other than German and Austrian equipment, the Pathe lost its former share of the business in projectors to German firms. Immediately after the war the Pathe and Gaumont companies resumed their projector sales ; later, however, after the treaty of Lausanne, German trade with Turkey was reestablished. At the present time about 50 per cent of the projectors imported are of German make, Goerz, Ernemann and A. G. French projectors are mainly Gaumont machines, Pathe products having lost in the course of the past few years their former popularity. It is generally stated that German projectors are acquiring increasing popularity, and their sales are gradually increasing. The selling price quoted in Turkey to purchasers of projectors varies according to importance of individual buyers as well as according to payment terms. Of the four types of German Ernemann projectors supplied, the Imperator No. 1 and Imperator No. 2 are the principal individual large types, being quoted at about $375 and $565, respectively, including the cost of complete equipment. The prices quoted for other German makes are more or less in line with those quoted on Ernemann products. The French Gaumont projectors are stated to be sold at a slightly lower price. In a general way German photographic apparatus has always had the reputation in Turkey of being the best, most precise, and most attractive, and to represent the latest achievements in technical perfection. Moreover, theatre owners consider them simpler to operate and that they run smoother and generally present a number of other advantages. American motion picture projectors are practically unknown on the market. It is reported that just after the war some four or five American projectors were imported, but it has not been possible to learn by whom they are being used at present, and what the reaction of their owners is with regard to their operation. One of the above American projectors is stated to have been sold at auction in the Turkish custom house for $150. The consensus is that American projectors are too expensive for the market and, in addition, too complicated for the average operator in this country. Cheapness of price, solidity of construction, and simplicity of operation are the dominating factors in the sale of projectors in Turkey. It is believed by local dealers and theatre owners that American manufacturers of motion picture projectors would probably not be in a position to supply cheap and simple products similar to German projectors, and that in view of the few projector sales at the present time, American manufacturers would probably show little or no interest in entering the Turkish field. Furthermore, it is not believed that they would be disposed to make liberal arrangements with either an exclusive sales agent or an individual dealer. In the event American manufacturers are interested in the Turkish market, and are able to furnish motion picture projectors and equipment competitive in price with German products, they should furnish a supply of adequate descriptive and illustrative literature, price lists covering the projectors and spare parts and equipment, and an outline of the most favorable agency, sales, and credit Seat Indicators Through a misunderstanding, the Bilmarjac Corporation, manufacturers of seat indicators for theatres, was listed in the directory, Who's Who, in the Fall Buyers Number of Better Theatres (October 25th issue), as the manufacturer of usher signal systems. This company does not deal in usher signal systems, its product being a patented seat indicating device and should have been listed accordingly. Better Theatres is happy to make this correction. terms which they will allow. In view of the fact that the total annual sales of projectors at present are only about ten to fifteen units, and that these sales are entirely of the German and French machines, it would be difficult to induce local agents or dealers to invest in American projectors which are unknown locally and which are considered to be expensive. However, if an expert, aggressive, reliable, and financially responsible agent or dealer were offered favorable consignment or credit terms, appropriate advertising allowances, and cooperative assistance by American manufacturers until American projectors become known and appreciated, it might be possible to arouse a certain interest in American products, especially in theatrical types. Practically all motion picture theatres in Turkey own and operate a single projector. There are four or five theatres which have two projectors. By far the greater proportion of the projectors used in the larger Istanbul theatres, as well as in the better establishments in the interior, are of the latest models. Late models are also used to a certain extent in second and third class theatres. A certain amount of second-hand equipment, which has been acquired from the larger local theatres and repaired, may be found in a number of small theatres both in Istanbul and in a number of towns in the interior. Generators. — With the exception of Istanbul, which has the largest electric light and power plant in the country, only four or five other cities in the country have electric-generating plants. Motion picture theatres in towns where there is no electric plant have individual motor and dynamo installations for the production of their electric and lighting requirements. The larger theatres in Istanbul and those towns which have central electric light and power plants convert the alternating current to direct current by means of generator sets, which are supplied largely by the Allgemeine Elektrizitaets-Gesellschaft, the Siemens-Schukert Werke, and to a lesser extent by the Ganz company. The small and poor theatres operate to a great extent with the alternating city current, using cheap transformers merely to reduce the voltage to their own requirements. This procedure is due to the low purchasing power of owners of small theatres, who can not afford generator sets for conversion of alternating into direct current. The result is, of course, bad projection. The German generator sets are supplied from consignment stocks of the local branches of the German companies, which extend liberal credit and also sell their equipment to local theatre owners on installment plans. The German prod [To be continued in next Better Theatres]