The Film Renter and Moving Picture News (Apr-Jun 1922)

TTT = = z The Film Renter and | Moving Picture News. all OO LONDON Phone: Regent, 1468-9. Telegraphic. Address: ‘‘ Wrightads, Piccy, London.’’ No. 450. AN EXPERIMENT FULL OF PROMISE. SATURDAY, JUNE 24, 1922. OT MANCHESTER Phone: Central, 5957. SIXPENCE. Has the British National Film Program Solved the Advance Booking Problem ? HE trade has now had an opportunity of seeing T the first two pictures in the British National Film League program, and exhibitors are better able to judge of the value to them of the scheme initiated by a number of leading film manufacturers in this country, whose chief object is to bring the release date within six months of trade show. Whilst it has to be adinitted that neither of the pictures which fill the first two places in the program is an epochmaking production, both are quite good entertainment fare of a kind which the British public thoroughly enjoys. Exhibitors who have declaimed so energetically in the past against a system which postpones release for twelve to fifteen months, encouraged block booking, and made blind booking practically a sine qua non, now have an opportunity of proving their sincerity by loyally supporting the efforts of the home manufacturer to sweep away a custom which at best has very little that can ke said in its favour. The British National Film League has set its face sternly against block-booking and blindbooking, and every picture issued in its program will be offered by itself, and none can be booked till after trade show. This is a principle for which many showmen have long contended. By backing the League they will have the satisfaction of feeling that they have achieved their end, and are at the same time doing their best to support home industry on thoroughly sound business lines. For no one can seriously contend that it was good business on the part of the exhibitor to book pictures in blocks of varying numbers before they had seen them. It may have been the easiest way of securing a film supply, but it certainly is not the most reliable or effective method of providing patrons with an entertainment program that is always up to standard. The day of the “‘ pot-luck ’’ program has passed, and with it will eventually disappear the type of showman who came into the business to make ‘‘ easy money,”’ with the least possible effort. To-day the film industry, in which terms we include manufacturers and renters as well as exhibitors, is at the cross roads. Every branch of the business from now on will have to be taken seriously by all concerned. The manufacturer must Google turn out better pictures; the renter must buy and handle better pictures; the exhibitor must book better pictures and learn the art of exploitation; otherwise the business will degenerate into a form of entertainment which is merely cheap, und nothing else. Those who watch the trend of events recognise this fact, and the establishing of the British National Film League is a move in the right direction. But, whilst an excellent start has been made with the new program of home-made pictures, a much higher standard of production will have to be aimed at by British film makers in the future if there is to be any substantial hope of capturing the American market. Our pictures must be less parochial, less insular, more general in their appeal, more international in their outlook, if the American and Continental markets are to contribute any material amount to our revenues in the future. This is a point which the promoters of the League would do well to bear in mind, and if their scheme is to prosper as it deserves to do, its publicity must be radically altered and less spasmodic in its appearance and effect. None of us can afford to hide our light under a bushel to-day. If we have the goods we must proclaim the fact in the market place, and raise our voice loudly and often; otherwise in the clamour to attract public attention we may be overlooked. ’ The League’s market place is the place frequented by the exhibitor, and much leeway has to be made up in educating the picture theatre proprietors . and managers of this country as to the value of the efforts row being made on their behalf by the film manufacturers of Great Britain. The League must continually, week after week, make known to the showman what it is doing in order to help him. It must ‘advertise, advertise, . advertise, and then leave the matter in his hands. If the exhibitor wholeheartedly supports—as he should do —the League’s program of all-British films, advance booking will: be reduced to six months, block and blind booking will, for all practical purposes, disappear, better and newer pictures will result, and box-office receipts will soon reflect favourably the change of policy which the League's program has brought about.