The film daily year book of motion pictures (1928)

ducing devices. Such apparatus eventually will successfully replace the questionable music played by orchestras in small theaters where capable instrumentalists are not available. * * * SAMUEL SPRING Vice Pres. in Charge of Finances and Treas., First National Pictures, Inc. Each year in the picture industry the coming year, like those in the past, brings with it the promise of an advanced position and greater prosperity in our industry; it also brings into higher light the problems that we have all been familiar with in the past, the solution of which is essential to security and stability. The problems before us can be solved only by cooperative effort on the part of all the companies and those related to the industry. The cooperation of the trade press, accessory manufacturers and others in collateral lines, is well nigh as important as that between producers, distributors and exhibitors. Slowly but steadily the picture business is eliminating waste, harmful competition and destructive distrust arising from unfair methods of business. With the establishment of greater confidence between all engaged in the industry and a more intelligent understanding of the problems confronting us all, 1 am confident that we shall advance closer toward the common need — greater profits. In the last analysis, the stability and the future of any industry depends upon profits which not only give a greater return to those engaged in it, including stockholders, but also supply the fresh capital needed for expansion. Unfortunately, the picture business has not given as great a return on the capital invested in the past years, despite its wide public support and interest, as have other industries. By the elimination of waste and more intelligent competition, I am sure we will draw closer to the financial stability of other industries by establishing greater profits, and it is not merely size, but stability and financial security that make an industry great. Our industry always will need, before all else, more entertaining, novel and interest-arousing pictures. But we must not overlook cooperation, better mutual understanding and trust, and the intelligent elimination of waste. Those two combined will result in greater profits, which in turn spells stability, strength and success. * * * A. H. GIANNINI President, Bowery and East River Nat'l Bank Economists and important Government officials see no diminution in general prosperity in the United States for 1928. In the conduct of general business, signs are not lacking that a saneness in management and an economy in operation are asserting themselves to the end that a greater profit may be returned from investment. In the motion picture industry, it will be agreed generally, no doubt, that the sphere for improvement along these lines is considerable. Nineteen twenty-eight in the picture business, will be a period of further adjustment in all three major branches. From the steps which are sure to be taken, the industry at large may look for a more firmly knit entity. As an investment field, the opportunities will continue to be fruitful, provided — and this is important — new financing is wrung dry of watered stock. If this is not done, the faith of the investing public is foredoomed to a sad upheaval and such a condition would present serious complications for any industry. * * * SAM KATZ President, Publix Theaters Corp. With the whole motion picture industry on a firmer basis than a year ago, due to economies and readjustments where they had been most needed, I look forward to 1928 with the utmost confidence. As an exhibitor. I base my hopes for the immediate future, and for many months to come, upon the truly remarkable line-up of pictures promised to us by the studios. A score or more of these productions have already been finished — in some cases they have been actually tested before audiences-— and there is no doubt of their certain boxoffice value. On my recent visit to the studios on the West Coast I was deeply impressed by the thorough-going efficiency of the producing organizations since the drastic readjustments made during the past year. The results of these readjustments have already been felt all along the line and have been reflected at the theater box-offices. The ascendancy of the motion picture, which for some time past has been seriously threatened, seems to have been definitely safeguarded through corrective measures taken at the very source — a condition which is bound to stimulate the confidence of the exhibitor, whether he be operating a theater of the so-called de luxe type, with all the usual musical and stage embellishments, or one which offers film entertainment exclusively. * * * HARRY M. WARNER President, Warner Bros. Pictures The year 1928 will see such an improvement in motion pictures, due to the strides being made by Vitaphone and Movietone, that theater owners and the public throughout the world will reap inestimable benefit. * * * AL LICHTMAN Vice Pres. and Gen'l M'g'r., United Artists Corp. Pictures in picture houses is my forecast for 1928. It was the nickels and dimes paid by millions of people to see motion pictures which made this industry the fourth largest one in America, — not vaudeville and costly prologues. The best answer to those who outdo each other in subordinating the picture to dancers, jazz bands and acrobats is to be found in the business done by the Rialto and the Rivoli, United Artists-Publix theaters on Broadway. People can kid themselves if they like, but the movies wouldn't be where they are today if this country, — and all the civilized countries where a shack can be turned into an exchange. — were not full of men and women who believe the picture's the thing. Looking that fact and a lot of others in the face is going to work for greater understanding between supposedly opposite factors in pictures. The Federal Trade Commission hearings made exhibitors understand for the first time that producers and distributors have problems ; and it certainly must have opened the eyes of many producers to problems of exhibitors. It's trade suicide for these factors not to recognize each other's problems, because each is dependent on the other. And because of this knowledge, now quite general, and the Trade Commission hearings, I think 1928 will see greater harmony. After all, when you know the other guy's troubles and he knows yours, you get along like any two people with a common objective; more people in picture houses, more often. * * * JOHN C. FLINN Vice President, Pathe Exchange, Inc. Give the showman pictures he can advertise, and he will give his patrons something they will fall over themselves to buy. The past season has seen a dozen or more outstanding and unique entertainments which have been big box-office attractions, yet produced economically and not carrying the load of over-expensive players nor fictitiously valued stories. Give a showman something about which he can write an advertisement, or exploit with a street parade, or to which he can attract attention by a lobby display, and nine times out of ten you will have an entertainment which will draw the pub'ic. Box-office values consist of the proper proportion of thrills and laughs, and there never has been a combination of these two elements that a smart theater man cannot translate into terms of electric lights, billboards, newspaper copy or ballyhoo. When a picture is so fine that there is nothing in it to advertise, compelling the theater manager to keep his attraction a secret from his patrons, then there is bound to be bad business. The picture business has had plenty of such attractions. Another year will see fewer of them. 507