Film year book : 1922-23 (1923)

Bureau of Foreign and Domestic Commerce Reports ARGENTINA By Trade Commissioner George S. Brady, Buenos Aires. The demand in Argentina for motion-picture plays is probably as great in proportion to the population as in any country of the world. While at the present moment the American film has the greatest share of the market, the American producer can not afford to feel too sure of the field, and should follow closely the requirements of the people in order to retain his hold. Prices of American films in Argentina are so much higher than for the European that distributors often place one or more European films in the program in order to balance the cost. The public likes the American photo play, but in general has no choice in the selection of program. At present there are 128 operating motionpicture theaters in the city of Buenos-Aires alone, with 2,250,000 paid admissions per month. Usually three films, sometimes four, constitute a complete show, and two shows are given each day. Only one theater in Buenos Aires operates continuously as in the United States. An interval of several minutes is allowed between reels and from 5 to 10 minutes between pictures, the public demanding these intervals in order to look around and greet acquaintances in the theater. Entrance may be bought for one picture or for the entire show. Local Production of Motion Pictures There are not less than IS established motionpicture producers in Argentina. Since the successful production of the drama "Nobleza Gaucha" by the company Martinezy Gunche in 1916, there has been a demand for local film production, but, with almost no exception, such plays have been poorly acted by inexperienced performers and usually poorly set and managed. Little or no money has been spent in their production ; and financially successful ones have owed this fact to their "home talent" nature. Recently the Tylca Film produced a drama which was rewritten and directed by an American film director. Several companies are making efforts to train local actors and so gradually to become producers of salable plays. There is no good reason to feel that local talent is not available ; but capital has been lacking and the few actors have been picked so far from a limited circle. Greater success has attended the production of current-event films, and one company (M. Gallo) produces 10,000 feet of these daily. [A list of principal Argentine importers of motion-picture films may be obtained from the Bureau of Foreign and Domestic Commerce, or its district and cooperative offices, by referring to file No. LA-IOOSO A.] CANADA Two surveys of the industry in Canada were made in 1922. One by George W. Shotts, Consul at Saulte Ste. Marie, Ontario ; the other by G. Bruce Andrews, Clerk at the American Consulate, Montreal. Shotts' report concerns the Province of Ontario ; Mr. Andrews' Quebec. American motion pictures are popular in Ontario and are practically the only ones exhibited in this consular district. High class dramas and comedies seem to be preferred. Practically all pictures are furnished through Agents in Toronto, Ontario, and shipped per Dominion Express. Prevailing price of admission for the evening performance is 35 cents for adults, in exceptional cases it may be as high as SO cents. _No films are imported into this consular district direct, but the Canadian import duty on films of all kinds is 3 cents per lineal foot, plus sales tax of 4%. The duty on advertising matter is IS cents per pound, plus sales tax of 49f. It may be possible to secure news events of this district from Edgar Fulcher. The people of this district or generally throughout Canada, differ little, if any, in their preference and ideas of picture films from those of the U. S., especially along the more Northern states. A few English pictures and several of Austrian or German origin have been shown in Montreal, but the American ones are the most popular and practically supply the needs of the entire market. There are none furnished locally. The pictures that seem to attract the greater number of people are the spectacular productions and society plays, although, at the smaller houses, serial pictures and Western stories are still popular and there are quite a number of these places. Several of the larger theaters have been showing lately feature films with the titles in both English and French and it appears to he a popular innovation. The Stars that are favorites in the L'nited States are also popular here as the situation is similar. There are about 60 theaters in the city of Montreal and perhaps 10 small ones in the other places within this consular district. The prices of admission vary greatly. The maximum charged in the evening is 50 cents for general admission and 80 cents for a box seat. Some of the large theaters charge slightly less for a seat in the balcony, the small ones all do. CHILE RoUo S. Smith, secretary to the commercial attache at Santiago, Chile, reported in April : The moving picture business in Santiago is well established and the theaters well patronized. There are 23 motion picture theaters located in various sections of the city in which two and sometimes three shows a day are given. Prices range according to the character and location of the theater, from 1.20 to 3 pesos (at present rates of exchange, about 13 and 33 cents) for seats in the pit. A new theater is now in process of construction in a thickly populated residential section which will cost 800,000 pesos ($89,000), and will seat 2,500 people. Preference is given to American pictures, but in decreasing proportion as Europeans perfect their productions. It is estimated that a year ago the proportion of American films exhibited to all others exhibited in Santiago was 95 to 5 ; today it is 6S to 35. Without doubt this is due in large part to the high exchange premium on the American dollar; but aside from this is the undeniable fact that German and French producers are not only improving in the technique of their professions but their subjects are given a wider scope than is frequently found in American films. Importers of American moving pictures in Santiago feel that if American producers wish to hold this market their prices will have to be lowered to compete with European offerings. CHINA Trade Commissioner Lynn W. Meekins, formerly at Peking, reports : The Chinese like films with plenty of action," said an American motion-picture man in Shanghai. They have also a liighly developed sense of humor. Exciting serial dramas and boisterous comedies appeal to them most, but not society or problem piays. News films, espccally those containing animated cartoons, are popular. The regulation program consists of a comedy, a news film, and a five-reel feature. Conditions Retarding the Motion-Picture Industry Motion pictures have made slow progress in China, because of the lack in large numbers of exhibitors (there are less than 100 picture theaters) and in facilities for quick trans'portation on which profitable distribution depends. In Shanghai there are 20 theaters; Canton, 15; Harbin, 10; Hongkong, 8; Peking, Tientsin, and Hankow, 7 each ; elsewhere, they are few and far between. About 20 are attended by foreigners, and possibly 20 more — 40 in all — deserve immediate consideration as exhibitors of first-class American films. Theater Capacities and Prices Seating capacity varies from 100 to 2,000; the average for theaters to which foreigners go is about 600. Admission charges range from Yuan $0.05 CU. S. $0,025, at normal exchange) to 421