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GILMORE, FIELD AND COMPANY 63
191 2 1,000 machines
1913 i,Soo
1914 2,000
I9J5 3, 000
1916 3,300
1917 2,500
1918 2,700
1919 4,000
1920 5,000
The increase in the number and circulation of the so-called "picture fan" magazines indicated a growing public interest in motion pictures. The circulation of the leading magazines had increased as shown in Exhibit 2.
Exhibit 2 Circulation per Issue of Motion Picture Magazines, 1916-1919*
1916
1917
1918
1919
Photoplay Magazine
Motion Picture Magazine. Motion Picture Classic. . . Picture Play Magazine . . .
Photoplay Journal
Shadow Land
Totals
100,000 200,000
199,272 241 ,223 153,000
Not published
300,000
593,495
204,434 248,845 140,000 127,721 100,000
No record 400,000 275,000 200 , 000
No record 75,ooo
821 ,000
950,000
* Source: American Newspaper Annual and Directory.
The investigating corporation in appraising the permanence of the industry stated that permanency depended upon the demand of the public both in this country and abroad, and that this demand in turn depended upon the ability of the motion picture producers to turn out a product that would continue to satisfy the appetite of the public for this form of amusement, and also upon the creation of additional non-theatrical demands for the use of pictures in educational and scientific fields. It was necessary to consider the three sources of revenue: American theaters, foreign theaters, and non-theatrical exhibitors.
Various estimates of the number of theaters in the domestic trade varied from 14,000 to 21,000, but the most reliable data were those of the distributing department of the American Pictures Corporation, which were based on an annual survey through its exchange organization. Estimates submitted by the distributing department showed that there were in 191 9 about