Year book of motion pictures (1925)

THE PAST, PRESENT AND FUTURE OF THE INDEPENDENT BY JESSE J. GOLDBURG The present standing and the future prospects of the independent producer and distributor may briefly be chronicled as follows : Twelve years ago we were selling State Right Productions by the foot and our main competitor centered in the General Film. We had no combination or attempted consolidation of producers. We had no theater combinations and it was a freefor-all race with State Right buyers playing a hit-and-miss game and refusing to observe any business ethics. Duping, piracy and general knavery was the order of the day. Credit to or from a producer was unknown. Everything was done on a cash basis. Then gradually with Paramount, First National. Metro and other theater owner-distributor combinations coming into being, the State Right producer was compelled to stabilize his end of the business. For the past five years it has been a struggle and a battle to secure recognition of independent product, and during those five years many experiments were had with some resolving themselves into permanent business policy and others discarded. Today the independent producer is a recog nized factor in a field all his own. He virtually controls the production and distiibution of a certain class of product; namely, the popi'lai priced production appealing largely to neighborhood and small town theaters. Credit is given and extended ; finances are available, and ethical business standards are followed (with branches here and there), but there is no denying the fact that the independent producer is the salvation of tne independent exhibitor. The very nature of independent production and distribution requires greater concentration in exploitation and the avoidance of all forms of extravagance, either in produuetion or in the operation of studio and executive establishments. Reckoning those who are entitled to be labelled as independent producers, it is a fact that 49 per cent of the motion pictures made in the United States emanate from independent producers and independent studios. The moral support which we independents receive, and the variation of our product, without the entangling alliance of star contracts or director contracts, justifies the prediction that within three years at least 60 per cent of motion picture product in the United States will be labeled of independent manufacture. To maintain and advance this position requires only our operating on a strict business basis ; the elimination or reduction of surplus overhead; the avoidance of carrying charges between pictures; and cooperation between the producer and the State Right buyer, but more essential, a greater cooperation than now exists between the State Right buyer and the theater. There is not, and never can be, a monopoly on professional and technical service. Hence, the best is available to the independent producer for the benefit of the exhibitors throughout the world. CHILDREN'S MATINEE PROGRAMS The Committee on Public Relations, which works in co-operation with the Motion Picture Producers and Distributors of America — the Hays organization — has taken a very definite step towards supplying the increased demand for children's matinee programs which has been coming from all parts of the country. After many months of study and the examination of thousands of long and short subjects, about ICO complete programs suitable for children have been selected and some of these were already shown at the beginning of the year, more es pecially in the South. All the companies malting up the Hays' Organization have cooperated heartily with the Committee on Public Relations in getting together these programs. The feature subjects are not exactly new, it is true. Indeed, most of them have been withdrawn from general circulation. So that there need be no fear on the part of exhibitors as to unfair competition. The operation of this plan has been worked out in detail. Special containers have been prepared which hold a complete program — the fea ture, the comedy and the one-reel instructional subject. These reels are frequently owned by three different companies but they are kept together in the one container and handled physically in one exchange center in each key city. The admission price for the children, it is stipulated in the contracts, must not be above 10 cents. Attractive rental prices have been arranged for these programs, so that the exhibitor may fully clear the expenses incurred by this good work and perhaps in a majority of cases he will make a reasonable profit as well as aid in winning thousands of good friends and future patrons for the industry. The following programs are typical of this service : Program No. 1 — A one reel picture called "The Ant Lion," showing by means of microscopic photography the activities of this strange insect This comes from the Educational Film Exchanges. A four-reel feature picture, "Cinderella," from the Famous Players-Lasky Corporation. This is the familiar fairy story with Mary Pickford playing the part of the heroine. A two-reel comedy called "No Loafing" with Poodles Hanneford as the amusing man of all work. Program No. 2 — A one reel picture. "The Split Outfit" from Educational. This is one of their famous Bruce Wilderness tales. A five-reel feature picture "Excuse My Dust" from Famous Players-Lasky. This is one of the brightest pictures made by the late Wallace Reid and is a humorous automobile story. A two-reel comedy from Educational called "Snookie's Treasure Island" which shows the adventures of a boy and a monkey. Program No. 3 — A two-reel picture, "The Chase" from Educational. This shows Hans Schneider, the champion ski-jumper in some thrilling feats. The five-reel Universal picture "Trifling with Honor," a baseball story having for its climax an important championship game. A split-reel subject from the Bray Productions, Inc., including "Dewfall," "Gutson Borglum" and "The Debut of Thomas Cat." Program No. 4 — A split-reel subject from Bray Productions including "Samoan Follies," "The Mysteries of Snow" and "Out of the Inkwell." A five-reel feature picture from Famous PlayersLasky called "The Busher' 'in which Charlie Ray appears as a small town baseball player. A tworeel comedy from Educational "Torchy's Double Triumph" with Johnny Hines as the irrepressible Torchy. Detailed information can be secured from any Film Board of Trade or from the Committee on Public Relations, 469 Fifth Ave., New YorkCity. 'Atlanta — Bob Savini has prepared ten sevenreel programs especially for children. They include: "Cinderella and the Magic Slipper," "Peck's Bad Boy," "Red Riding Hood." "The Magic Dock of Oz," "Mother Goose," "Timothy's Quest," "The Dcerslayer," "Young America," "Twinkle, Twinkle, Little Star" and "Alice in Wonderland." 348