The Film Renter and Moving Picture News (Sep-Oct 1922)

UNAQUUNANAUNNHLUNOHHAONLE Yuin LONDON Phone: Regent, 1468-9. SSHUUPUHAMANANANAAAANAUANALENGNeAUANELELENTUREATANGOAONNNONUAUAUENNEAOAAANAUEOOUROCCAOEENOGEOUAOEOODSDSAGHUAALLGOEONOGCAENANOOUENRDAONEADODOCUDOUERADOCOONANONODORSUENedoneageenootedE puyvinvsvonecsnaneeeernieviviavtetsnnnaenin nvanonnegncnavonpenny The Film Renter and ae Moving Picture News TOBBTA OU ‘Telegraphic Address: ‘*Wrightads, Piccy, London," MANCHESTER Phone: Central, 5987. No. 460. SATURDAY, SEPTEMBER 2, 1922. SIXPENCE. == 2 a THE BEST WAY TO MEET COMING COMPETITION. a marked increase in competition in every branch of the entertainment business. Signs are already apparent in the theatrical world that the unprecedented slump from which it has been suffering during the past two years is drawing to an end. Both in London and in the big provincial centres there has been a considerable improvement recently, coincident with a vastly improved form of entertainment. Theatrical managers have at last recognised that the falling off in receipts was not entirely due to depression in trade and general shortage of money, but that the quality of the show submitted, which has gradually deteriorated since the latter days of the war, until it had become impossible, had almost as much to do with the falling away of the public as the Frevailing economic position. Trade has been steadily improving during the past few months, particularly in the industrial centres, which are the first to feel the benefit of an increase in the export returns, and as a consequence the public is now in a positian to spend a little more freely upon its amusement. Rut theatrical managers are discovering that their erstwhile patrons are far more critical than they used to be, and that they are now demanding a much higher standard than they did formerly. The reason for this changed condition is simple: During the somewhat extended period of trade depression, when money-was scarce, the majority of people went less frequently to places of amusement, and then only to the best. As a consequence taste has improved, and the public of to-day is much more critical and discriminating in its choice of entertainment fare, and much less easily satisfied. The same thing in less-degree has happencd, and is still happening, in the picture theatres, and the reason for the slump in our business is identical. That this is no loose statement, but is, on the contrarv, a fair description of existing conditions, is proved by the fact that where a first-class entertainment has been provided the takings have in every way been satisfactory, despite the adverse economic position prevailing. We could quote innumerable instances in support of this were it necessary to do so. The fact is that those showmen who understand their business have had little real cause to grumble during the past summer. The only falling off in receipts they have experienced is that-usually common to the period of the year when the population is more or less migratory owing to holiday vacation. Once that is over things will settle down again and normal conditions quickly prevail, die coming autumn and winter are likely to witness Google particularly as the days draw in, and there is no longer an inclination for outdoor’ pastimes. But things are not going to be as easy, even for the live showman, during the coming autumn and winter, as they have been. An element of competition of an entirely new kind is tikely to make itself felt! Not only in London but in most of the big provincial centres the legitimate theatre will compete in a much more live fashion for public patronage. In the West End and in the suburbs there is every indication that the drama— and particularly that type of it which used to enjoy a great measure of popularity *‘ across the River’’—is again coming into its own. In the country the same thing is happening, for since August Bank Holiday the number of first-class touring companies that have taken to the road has been greatly increased. All this points to the fact that the picture showman has got to recognise that he will have to fight for his business during the coming months. It should occasion little cause for worry, however, to the man who is wide awake to the fact that conditions are changing, and who recognises that he must bring his methods of showmanship into line with his opposition—theatrical or otherwise —in order to compete against it with success. He will consider what is the best way to do this, and, if he is a wise man, he will decide that the only sound method of meeting competition is to set the pace. He will do this most effectually by ensuring that his theatre always looks smart and attractive; is well staffed with courteous and obliging attendants; that it is well aired and warmed: and that the advertising matter put out on the hoardings end in the newspapers is forceful and compelling. Most important of all, the entertainment provided must bear comparison with the best. The top-liners must be the latest, and carefully selected, with an eve to satisfying the taste and requirements of patrons, and they must be well varied and clean. But ordinary program subjects will not, by themselves, enable a showman to keep ahead of his competitors. He can only attain this end by spending money, and from time to time he must.be prepared to book outstanding pictures at an enhanced rental, even if it does not for the time being greatly augment receipts. Patrons tastes have to be titillated, and the showman up against competition has to use every artifice and blandishment to achieve that end. . If he doesn’t. he may rest assured that his opposition will. And it is always well to remember that the best way to meet competition is to set the pace. Let those follow who can,