Harvard business reports (1930)

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544 HARVARD BUSINESS REPORTS included "The Great Train Robbery, " the first superspecial made; Griffith's "Avenging Conscience, ' ' the first indication of the use of the psychological possibilities of the screen by objectification; and "Knee-Deep in Love," an abstract color film. The Guild was the first to focus particular attention on the abilities of an individual director by originating programs of one week's duration given over to the showing of one director's work. It also recognized the contribution of a particular actor by presenting a two weeks' program of films showing the actor in various roles. Total gross revenue for 1926 was approximately $250,000. By reason of a change in ownership and management whereby the Century Theater became affiliated with a large chain of theaters located in the Atlantic seaboard states, the entertainment policy in 1927 reverted to the former policy of showing the best American films available, including wherever possible the firstrun showings of the films produced by a large motion picture company for which the theater chain served as a distributing outlet. Gross revenue during 1927 approximated $210,000. Late in 1927, a change in the management of the theater chain brought about a new policy in the entertainment program at the Century Theater. The chain executives believed that the Century Theater was sufficiently different from other theaters in the chain to warrant an independent policy of management. In relation to other theaters in the chain, the Century Theater was much smaller in size; it maintained a program without vaudeville; it drew its audience from an ever-changing public; and it did not share the common name of the chain. Under the new policy, the entertainment consisted largely of imported motion pictures. Special showings of European masterpieces became a regular part of the program. Such films attracted not only the screen devotee who appreciated the high quality of imported films but also a large number of the foreign population of the city who preferred films produced by directors and players of their own nationalities. In addition to the feature picture, the program included an overture by a smal orchestra, news events, a short subject, and a short comedy. The short subject was ordinarily the well-known and popular pictorial presentation of Aesop's Fables. With a long comedy, it was customary to omit the short subject in order not to exceed the two hours fixed as the length of a program.