The Film Renter and Moving Picture News (Nov-Dec 1922)

December 16, 1922. THE FILM RENTER & MOVING PICTURE NEWS. 7 At Sixes and Sevens. bewildering state of uncertainty than it is at the present moment, and it is high time that a little less pessimism was indulged in, and both renter and exhibitor had a better understanding, so that each could trade with a greater knowledge of the other’s business. As it strikes a disinterested onlooker at the present moment the exhibitor does not seem to know with any certainty what he is actually going to do in the coming year, with the result that the renter is placed in a somewhat invidious position, and consequently we have a great deal of groping in the dark, much misunderstanding and pessimistic utterances about trade generally, which are entirely unnecessary. Trade during the past week or two has not been good; but, then, whoever expected it would be three weeks before Christmas? The times have got to be taken into account, and it is no use moaning about bad business when every seasoned showman knows that preceding Christmas there is always a lull at the box-office. I T ig doubtful whether the trade wae ever in a more Exhibitors do not seem to know what kind of pictures they want for the immediate future. Some clamour for big productions and immediate release, whilst others say they are booked up for a year, and still others that they are not booking at all. What is the result? The -yenter does notknow where he stands, and instead of a stabilised industry, at the present moment nearly everyone is at sixes and sevens, and business is actually being lost. Surely it is time that a little common sense was infused into the booking of films. The exhibitor knows—or should do—what every renting house has to offer, not only for this week, but some time ahead. If he wants to book a big picture unseen, let him do so; if he does not, let him wait until the renter pre-releases it, and then book it. At the same time we must remember that the five-reel program picture is still entitled to his serious consideration. Except in a few cases, where there are sensible showmen who know their business inside out, and know what they are going to show with certainty in the next six months, there is far too much fooling about and less getting down to real business. No renter can conduct his business on commercial lines if he does not know with certitude what his customer requires. There should be a truce to all this pessimism and talking of bad trade merely because a state of affairs exists which is natural and occurs every year. Mutual trust between exhibitor, renter and manu{acturer is essential if there is to be a profitable basis Google accord with the other. for each side of the industry. . Forget all the wild stories that are being told of the wonderful productions that are to come.. Deal with those that are actually placed before you, and of which you know. It does not take very long to find out the program and general release date of the British pictures. There are not so many that there is likely to be any difficulty in that direction in 1923. Similarly, American renting houses can give every exhibitor a very fair idea of what they are likely to market during the coming year. Again, there is no difficulty in getting this information. Every sound show -man knows that a changing market has decreed that the public like big pictures, therefore it is safe to assuage the public demand, and this can easily be met. But every sane and sensible showman knows that the big super production can only get big money from big shows, 80 that there must be a leavening of program pictures which will fill out the programs of the three thousand and more theatres that we have in the United Kingdom. The position does not warrant any panicky feelings; it does not warrant the pessimism that prevails to-day; it does not warrant the uncertainty that exists in the whole industry. The renter is there for the purpose of trading with the exhibitor, so that the latter can show the produets of the world to his customers. The exhibitor should remember that the renter is a man not to be played with, as he is supplying the commodity ; therefore, do let us have a little more mutual trust in each other, and let there be unrestricted trading on each side, each in 1 perfect If this is adhered to 1923 will be a big year for the British kinematograph industry. Pessimism is a bad thing for the business. It does not encourage capital, and it does not encourage patrons to visit kinema theatres. To talk of ‘‘ bad trade ” is harmful, especially when there is no necessity to do so. Until there is less unemployment in the country things are bound to be a little quieter than they otherwise would; but, even with heavy taxation, unemployment militating against the kinema industry, the coming year will prove to be one of the most prosperous in its history. If everyone will work together for a successful year it can be made into a bumper year of prosperity. It will never be done whilst the trade are at sixes and sevens. Let the exhibitor trust the renter a little more, take him into his confidence, let there be mutual understanding, and then we shall see a greater volume of business.