Year book of motion pictures (1925)

We have seen in the more recent months a very notable return to the principle of the well balanced program and diversified entertainment. We are winning back the lost patronage from the masses. And the box-office will prosper as a result, especially since the patronage won from the classes need not now be sacrificed if quality is kept up throughout the diversified show that wins and holds the masses. We are again on a fundamentally sound footing, and the year 1925 looks bright. WANTS COMMON SENSE BOOKING The "second line" of distributors has at last dropped the mediocre picture, and now offers product in every way comparable with that of the bull-dozing "first-line" companies If the exhibitor will only analyze, picture for picture, the box office qualities of the offerings of all concerns, he will no longer be at the mercy of the two or Myron Selznick three so-called leaders Common sense booking should bring a bigger year for the independent producers and distributors despite the ever-tightening first-run situation. WANTS CENTRAL SHIPPING BUREAUS The establisment of central shipping bureaus for all distributors in twentyfive of the thirty-two cities wherein are located Film Boards of Trade would, in my opinion, be one of the most constructive moves that could be made by this industry in 1925. It would not be practical in seven of the thirty-two cities at present. nu n -d ■■ This is not a new idea, Charles C. Pettijohn nor (joes jt SUggest any radical departure from present methods. It is now being sucessfully done in three exchange centers and if adopted in twenty-two more a still greater economy would be brought about. It may not be done in 1925. But if "eventually, why not now?" A GREAT YEAR FOR LONG SHOTS Success in 1925 will otne to those companies hat open their ears for istribution information iut who are deaf to proluction precedent. Every year we learn nore about distributing ictures — a bout service, uilding good will and coperating with exhibitors. Every year we find we 'know less about making pictures. R. H. Cochrane jn tj,e year just ending there have been more good pictures than ever before. Next year the average quality will be still higher. As a result, the producer who succeeds best in pleasing the public and the exhibitor will be the man who pays no attention to the past, who disregards the inside information, who ignores the dope and who is willing to take big risks on promoting something new. The great pictures of 1924 were, almost without exception, productions which never would have been made if the question of whether or not they should be attempted had been left to a popular vote. You could count in half a minute all the people who predicted the great success of "The Hunch back of Notre Dame." All the records of the past assured failure for "The Leather Pushers" series. None of the experts even guessed a year ago that the fastest growing star in motion pictures would be Reginald Denny. The show business has always been a gamble and the production of motion pictures is the show business. The producer who tries to play sure things will drift behind with the other men in other lines of business who try to live by imitation. It's going to be a great year for long shots. WANTS FURTHER CO-OPERATION The outlook for the comng year in my opinion, lepends entirely on the ■ rosperity of the country it large. Financial and 'usiness men are very opimistic at the present time as to first rate busines ondi'ions existing during le coming year. So, if linn -in and signs amount i anything we shall have rosperity in the motion picture industry. William E. Atkinson As to suggestions which I think might improve conditions : 1 think last year I said that good, entertaining productions at a cost within reason was all that was the industry needed. I think the time is fast approaching when producer, distributor and exhibitor will cooperate more fully and I believe the good derived from such cooperation will be too great to be estimated. Added to this, if we could all learn to tell the truth a little oftener than we do and pay less attention to foolish rumors with which our industry seems to be cursed, there would be nothing much left to worry about. FURTHER CENTRALIZATION The tendency of the industry during the past year has been toward centralization in production distribution and exhibition. I believe this condition will continue during the next twelve months and that Decern ber, 1925, will find still more limited ownership in the three principal branches of the industry. There is strongly main tained competition at present between manufac turers, wholesalers and retailers of motion pictures for larger shares of the money which is collected at the box office. This is always reflected, of course, in the ordinary daily bargaining for individual pictures, but it is being expressed at present even more forcefully in collective dealing. We are making distinct accounting progress in all branches of the business and are coming closer and closer every year to efficiency. Production and ensuing costs are being slowly reduced, so that the same number of dollars paid us by the public are affording a larger share of profits. Not long ago I found many independent producers were careless of expenditures, wasteful because of lack of proper planning and more interested in getting pictures into work than in taking reasonable precautions to insure economical and profitable production. Now, I find they are generally charting their work in daily detail and are measuring manufacturing progress by the rules of experience and good business practice. Economics and combinations are being forced upon us. They are stablizing influences — a natural process of development. We have entered the era of the survival of the fittest, this applying to manufacture, distribution and exhibition. The time has passed when a few hundred dollars and J. S. Woody 377