Harvard business reports (1930)

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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