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duction programs. The temptation to do so is a perfectly natural one, however. It grows out of their desire to have a large volume of product to sell and from a wish to be able to fulfill the requirements of their own theaters in as large a measure as possible without depending on other companies for product. Although the temptation is quite understandable, it does not constitute entirely a justification. It is a phase of the stress on volume which has reacted so unfavorably on many another type of business. The consequence is the same type of losses. The attempt to force upon exhibitors a volume of product, much of which is of questionable box office value, is analogous to the attempt on the part of sales organizations in other types of business to look for returns in the amount sold rather than in the profitableness of the individual sales.
In the case of motion pictures, the straining after a large quantity of product has proved unfortunate in other ways. In types of business widely different from motion pictures, particularly where the product is a standardized one and line production methods can be used, substantial savings sometimes develop in production costs as the volume of output increases. True, this attempt to realize production economies throws a heavy burden on the sales organization, with the result that in toto the policy may not prove so successful as it was at first believed that it would; nevertheless, there is some justification for the volume emphasis from a production point of view. This is not true in motion pictures, however. There are obviously limitations on the number of really different pictures that can be made by any one company. The very fact that they are presumably not alike means that mass production methods cannot be used with the same measure of success as in some other industries.
Not only is this true for the company as a whole, but it obviously is true for individuals within a company, each of whom is made responsible for a very large number of productions. Thus, while it is clear that the solution to the decline in box office receipts is to be found chiefly in the produc