Motion Picture News (Jul-Oct 1915)

JUL 10 1915 / \i=? 01. □ <J •) u o •-> o "When You See It In 'The News' It's NEWS" LOS ANGELES. CALIFORNIA 427 SO. FIGUEROA STREET HAS THE QUALITY CIRCULATION OF THE TRADE NEW YORK CITY TWO HUNDRED AND TWENTY WEST FORTY-SECOND STREET "The Exhibitors' Medium of Communication" CHICAGO. ILLINOIS 110 SO. DEARBORN STREET Volume XII JULY 17, 1915 No. 2 Half Way Through the Year IN compiling this convention issue of Motion Picture News it has been our aim to make it a ready reference issue of lasting value. The same policy dominated the west coast issue of Motion Picture News, date of April 3, 1915, a remarkable issue of 220 pages, constituting the first full recognition by a trade journal of the large influence of the Pacific coast in this industry and so replete with authoritative data that it has become a standard reference volume within the trade. * * * T N this convention issue we have outlined in succession *■ the past six months' activities of each of the important producing companies. Other interesting and necessary information is given in these resumes. In addition we have tried to forecast in the instance of each firm, its general policy for the ensuing six months of the year. We regret that in most instances this forecasting is vague; however, it seems inevitably so. For reasons of competition the producing company wilt not divulge its plans far in advance. We have been told of some in confidence. They are of interest and importance. But in these and in all cases we are informed that these future developments will be announced in their proper time in the future advertising pages of Motion Picture News. \Y/E regret that we cannot give this important information farther in advance, because there is a very serious demand for it. We are constantly in receipt of letters from exhibitors, in particular from the many small town exhibitors who play an important part in this industry, asking this information. "Can you give us a line upon what's going to happen ?" they write. "We want to know what to expect." They "want to know what to expect" simply so they can make their own plans in advance, just as the producer does — plans often involving building, remodeling reequipment and the like. sic . * • * \Y/E endeavored to help fill this want with our series of ^* "Weak Spots in a Strong Business" articles, which have been running throughout this year, and in which grievances were aired, corrections pointed out and all in all perhaps the most definite and down-to-the-ground statements thus far made were issued by the producers. They served, at least, to let considerable light in upon the very chaotic condition which has prevailed in this industry since the advent of the feature. * * * T T is difficult for anyone to forecast the trend of this re1 markable business. A new and clear analysis is given very briefly elsewhere in this issue. The production of pictures, says the writer, is an art. The distribution of pictures is still largely a game. In other words, we have come to a full realization of the fact that motion picture production is an art and science in itself, and all itself. It is not at all a game for the speculator. It is a very risky venture for the tyro. It demands organization, equipment, experience, ability, capital — all upon a A^ery considerable scale. Good pictures demand all this groundwork, and a man is a fool today not to make good pictures for the present big and discriminating public. "VV/ E know this much — it is a great deal — about the mak^ ing of pictures ; and we know these facts also : That high class comedies are widely wanted and will be made. Comedies as far removed from the slap-stick as are feature successes from cheap melodramas ; comedies made as seriously and with all the preparation, expense and talent now devoted to dramatic features. ""T HAT short pictures will come back into their former A prominence, but will greatly exceed their former quality. Mere footage, the making of reels, not pictures, has been as common and harmful in feature making as it ever was in the making of daily-change programs. We shall have short features as great or greater than the best six-part features ; and they will have the recognition from exhibitor and public alike. And finally we shall see — and this very shortly on a general scale — the full recognition of the story as the most important factor in the making of the picture. ^ ^ ^ CO much, and briefly, for production. But the distribu^ tion of pictures is largely a game — a game of checkers with the moves still to be plotted. We know that important changes must come. They may be radical. There is too much distribution expense. It is milking the business of millions. Producer and exhibitor alike are feeling it. It is adding a cost today which had better go into the picture or into the box office. Again, the mere peddling of pictures will cease. Anyone can do this, and the slick salesman can often "get the money." But successful distribution will become a matter of giving service with the picture and not of simply "getting the money" for it. We shall continue in future issues to discuss the business from these and similar angles. * * * T N conclusion, we have simply to refer to the complete A convention information in this issue, to the detailed program of entertainment, the sight-seeing trip through Los Angeles, and the valuable key maps and information in the loose supplement. William A. Johnston.