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Production <z> *^> <^> <^ *^ <z> <^> <^> WS
der terms of the company's sales contract, the acceptance of substitute pictures rested entirely with the exhibitor. If such a film proved successful, the company could expect completion of a large share of the contracts made for this picture. If, however, it failed to meet the necessary box office requirements, the production of such a picture would increase the company's losses appreciably.
On the other hand, if the company did not produce a substitute, it would be unable to fulfill its contract, complete its budgets, or perhaps attain sales quotas. Furthermore, the production of a substitute would enable the company to conceal, at least to a certain extent, the fact that it had produced an undesirable film. This fact was especially true in cases where exhibitors had purchased less than the company's entire output and had contracted for the pictures primarily on the basis of film titles.
As far as production facilities were concerned, another film could be made later in the year. Under the existing circumstances, however, the production department was already working under pressure and needed all its spare time for the preparation of the 1930-1931 product. What actually happened to the picture under consideration we have not ascertained. This example is cited merely to throw into relief the factors involved in the problem of disposing of an inferior picture.
Since producers tend to stress the importance of timeliness, it is curious that they have not given more consideration to the temporary withholding of pictures in an effort to secure a more opportune moment for their release. The reasons are probably perfectly understandable. Having a picture in which considerable money has been invested, and on which no returns can be obtained until it has been exhibited, naturally makes such a procedure somewhat more costly. Furthermore, there would be some questions involving the practicability of booking such a picture, since theaters normally buy their year's requirements well in advance and consequently the available screen time is naturally restricted.