Harvard business reports (1930)

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BOSTON THEATERS 571 for the managers of subsequent-run houses. However desirable the plan may have been in theory, it is not likely that its adoption could be secured. One reason is that the protection period is itself as large a factor in bargaining with the distributor as is price in many instances. Naturally, therefore, the first-run houses, which are more concerned with protection than some subsequent-run houses, and which are the largest and most powerful buyers, occupy a strategic position. A further difficulty arises from the fact that under many film contracts now operative a distributor can insist that a picture be continued in a theater beyond the period originally contemplated, provided its showing be profitable. Under these circumstances it would be extremely difficult, if not impossible, for subsequent managers to date in specifically any particular picture until and unless they knew exactly how long such a picture would be shown in a prior-run house. This obviously is frequently impossible. These comments are not meant to imply that a vigorous handling of the whole problem of protection is not necessary. An appreciation of its significance to subsequent-run exhibitors and a courage to attack the problem are undoubtedly lacking among some distributors. November, 1929 H. T. L.