Motion Picture News (Sep-Oct 1917)

September 15, 1917 ACCESSORY NEWS &WC^^O^ 1869 1 I ■ ■ I SECTION OF MOTION PICTURE NEWS | ,1 I Devoted to the technical branches of the motion f'Ctiire industry, containing records of the latest accomplishments in the mechanical and scientific field: projection helps, inventions arid suggestions ; camera devices analyzed and commented upon; musical cue sheets for importnnl feature pictures; improvements and innovations in the building and furnishing field. Worn Film and Poor Attendance /T is pleasing to know that the campaign which we have undertaken for the improvement of film is bearing fruit and particularly that the exchanges are cooperating, realizing that conditions as they exist today are inimical to the best interests of our industry. The statement that the film condition today is driving away patronage is not an exaggeration. We can see it on every hand. The small house, which is the backbone of the industry, cannot afford, in many cases, to take first run releases, and therefore must use 60, 90, or 120-day film. Under ordinary conditions if they receive the film as it should be sent out, they could make ends meet nicely and compete successfully with other houses in the town. There is no use fooling ourselves — these houses must be successful or the strength of the industry will soon be on the decline. Pictures are and must continue to be the greatest single source of amusement in the country — the amusement of the mass of the people. The small house must not only exist, but be encouraged and helped in every possible way to thrive. The big theatre inan must see to this just as much as' the~exchanges and the film Companies. FFERE is a letter from the Victor Film ^ ^ service of Buffalo to Mr. Weinberg of the Elmwood Theatre, which shows the attitude which should be adopted by every exchange man in the country. It shows his attitude toward the small house and what the manager should demand in the way of service — his desire to receive complaints, etc. This desire to cooperate should be the slogan of every exchange. August 8th. 1917. Mr. E. O. Weinberg, Elmwood Theatre, 539 Elmwood Ave., Buffalo, N. Y. In re : Worn Film and Poor Attendance. Gentlemen : An editorial titled as above, appears in the Motion Picture News on page 1104 of the week of x\ugust i8th. The exhibitor using a 60, 90 or 120-day film is very important to this exchange, and if you are an exhibitor using this age film, we want you to call our attention to any film that is not in good physical condition when you receive it. You will find on each film an inspection slip ; I request that you return to this office the slip if condition of film is not up to your expectation. It is our intention to serve you to the best of our ability, whether you use release date film or 120-day film. In order to maintain a high standard of efficiency, it is necessary for us to know all the complaints of our exhibitors and we want you to write us if our standard of service does not meet with your approval. Very truly yours, VICTOR FILM SERVICE, G. W. Christoffer, Mgr. Buffalo, N. Y. The sooner theatre owners demand and insist that they receive satisfactory film, the sooner the industry will be universally on its feet and the sooner will .prosperity increase. Every theatre man must be properly served, but in turn must lend his cooperation and see that his operator and attendants are working every minute to cooperate in return. E. K. GiLLETT.