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Chains and Chicanery
There is absolutely no reason for selling your theatre while the best films in the market are being made by independent producers.
There is a panicky feeling evident among theatre owners today, but bear in mind that a panic can be started by a mouse.
The cause for the unrest, when you analyze the situation, is of mouse-like importance. The only danger lies in the panic itself.
Sit tight and look the thing squarely in the eye. Here is what confronts us.
Big distributor interests are seeking to tie up your theatres. WHY?
Because their product is of uneven quality and they dare not try to sell it exclusively on a basis of merit.
How are they trying to tie up your theatres?
By forcing you to sign long-term and exclusive contracts.
If you sign these contracts, you shut your house to all the splendid offerings of the independent producers and are compelled to play a program of uncertain quality in competition with the biggest attractions of the screen. You've got no chance to win.
If you don't sign the contract, these would-be monopolists offer to buy a controlling interest in your theatre. If you sell, they run your business. Again you've got no chance to win.
If you don't sign the contract and won't sell out, what then? They try to frighten you with threats of building a house next door to yours, if need be.
Suppose they build. Let them run their programs while you have the pick of the whole independent field and you'll close them up.
Theatre men, if you will only think a moment, you'll realize that it is a monumental bluff that is being shown. These distributorinterests can't control the theatre situation unless they can control productions. Thank Heaven, producers are getting freer every day and the dominant factor in the rental business today is not the old line monopoly, but the independent producers.