Motion Picture News (Oct-Dec 1930)

November 1 , 1930 Motion Picture N e ivs 45 New Equipment Unknown in East Washington — Turkey is far behind modernization in many respects, including its very limited theatre market, where modern equipment is practically totally unknown due to low earning capacity of inhabitants which keeps spending power at such low ebb exhibitors are unable to amass sufficient funds for the purchase of new machinery. The newest installment in the U. S. government's survey of equipment conditions abroad, which appears weekly in Motion Picture News, covers the situation in Turkey and other countries. Full text follows : As yet Turkey is a relatively small market for the sale of projectors and projection equipment, owing to the very small number of theatres in the country. It is estimated that the total number does not exceed 100, of which 25 are located in Istanbul. In that city there are five large theatres having a seating capacity of 800 to 1,200 each. All other theatres are much smaller in size, having a seating capacity of only 200 to 600. With the exception of the leading theatres in Istanbul, Smyrna, and Angora, all the other establishments are poorly and primitively equipped, their owners having a very little operating capital and being obliged to use cheap equipment and films. In view of the low purchasing power of the great majority of the population in the interior, no modern or large theatres can be established and operate successfully throughout the greater part of the country. The majority of the owners of theatres throughout Turkey operate on a very small scale, and, in addition, practically all of them are more or less uninformed concerning modern motion-picture developments and improved equipment. Condition Improvement Needed Increased sales of equipment, as well as the increase in the number of theatres, are largely dependent upon an improvement of social, educational, and economic conditions. Although it can not be denied that the present government has put into application in the course of the past few years a number of laws and regulations tending to promote the cultural and social standards of the population, it will undoubtedly require considerable time for this movement to yield the desired results. Projectors, — Prior to the war, projectors were supplied largely by French and to a certain extent by German manufacturers. Among the French product, Pathe equipment was introduced at the time when the first local theatres were established and enioyed a marked preference on the market. During the war, when it was impossible to obtain other than German and Austrian equipment, the Pathe lost its former share of the business in projectors to German firms. Immediately after the war the Pathe and Gaumont companies resumed their projector sales; later, however, after the treaty of Lausanne, German trade with Turkey was reestablished. At the present time about 50 per cent of the projectors imported are of German make, Goerz. Ernemann, and A. G. French projectors are mainly Gaumont machines. Pathe nroduct having lost in the course of the past few years their former popularity. It is generally stated that German projectors are acquiring increasing popularity, and their sales are gradually increasing. Prices Vary According to Buyer The selling price quoted in Turkey to purchasers of proiectors varies according to importance of individual buyers as well as according to payment terms. Of the four types of German Ernemann projectors supplied, the Imperator No. 1 and Imperator No. 2 are the principal individual large types, being quoted at about $375 and $565. respectively, including the cost of complete equipment. The Ernemann New Acoustic Plaster Winnipeg — The neighborhoods here have been given a mineral acoustic treatment, using material called zonoHte plaster. Develope d by Canadian gypsum interests, it is not yet on the market generally. Zonolite is a mineral of the mica family. Ivinox projector is retailed at $56 to $70. The Ernemann president, a small theatrical type, is also sold occasionally. The prices quoted for other German makes are more or less in line with those quoted on Ernemann product. The French Gaumont projectors are stated to be sold at a slightly lower price. German Devices Favored In a general way, German photographic apparatus has always had the reputation in Turkey of being the best, most nrerise. and most attractive, and to represent the latest achievements in technical perfection. Moreover, theatre owners consider them simpler to operate and that they run smoother and generally present a number of other advantages. American projectors are practically unknown on the market. It is reported that just after the war some four or five American projectors were imported, but it has not been possible to learn by whom they are being used at present, and what the reaction of their owners is with regard to their operation. One of the above American projectors is stated to have been sold at auction in the Turkish customhouse for $150. Believe U. S. Apparatus Too High The consensus is that American projectors are too expensive for the market and, in addition, too complicated for the average operator in this country. Cheapness of price, solidity of construction, and simplicity of operation are the dominating factors in the sale of projectors in Turkey. It is believed by local dealers and theatre owners that American manufacturers of projectors would probably not be in a position to supply cheap and simple product similar to German projectors, and that in view of the few projector sales at the present time, American manufacturers would probably show little or no interest in entering the Turkish field. Furthermore, it is not believed that they would be disposed to make liberal arrangements with either an exclusive sales agent or an individual dealer. In the event American manufacturers are interested in the Turkish market, and are able to furnish projectors and equipment competitive in price with German products, they should furnish a supply of adequate descriptive and illustrative literature, price lists covering the projectors and spare parts and equipment, and an outline of the most favorable agency, sales, and credit terms which they will allow. Tough to Break In In view of the fact that the total annual sale of projectors at present are only about 10 to 15 units, and that these sales are entirely of the German and French machines, it would be difficult to induce local agents or dealers to invest in American projectors which are unknown locally and which are considered to be expensive. However, if an expert, aggressive, reliable and financially responsible agent or dealer were offered favorable consignment on credit terms, appropriate advertising allowances, and cooperative assistance by American manufacturers until American projectors become known and appreciated, it might be possible to arouse a certain interest in American product, especially in theatrical types. Practically all theatres in Turkey own and operate a single projector. There are four or five theatres which have two projectors. By far the Lack of Culture Halts Progress greater proportion of the projectors used in trie larger Istanbul theatres, as well as in the better establishments in the interior, are of the latest models. Late models are also used to a certain extent in second and third-class theatres. A certain amount of second-hand equipment, which has been acquired from the larger local theatres and repaired, may be found in a number of small theatres, both in Istanbul and in a number of towns in the interior. Generators. — With the exception of Istanbul, which has the largest electric light and power plant in the country, only four or five other cities in the country have electric-generating plants. Theatres in towns where there is no electric plant have individual motor and dynamo installations for the production of their electric and lighting requirements. Power Problems The larger theatres in Istanbul and those towns which have central electric light and power plants convert the alternating current to direct current by means of generator sets, which are supplied largely by the Allgemeine Elektrizitaets-Gesellschaft, the Siemens-Schukert YVerke, and to a lesser extent by the Ganz company. The small and poor theatres operate to a great extent with the alternating city current, using cheap transformers merely to reduce the voltage to their own requirements. This procedure is due to the low purchasing power of owners of small theatres, who can not afford generator sets for conversion of alternating into direct current. The result is, of course, bad projection. The German generator sets are supplied from consignment stocks of the local branches of the German companies, which extend liberal credit and also sell their equipment to local theatre owners on installment plans. The German product enjoys great popularity and are given ready preference. They are generally considered to be of satisfactory quality, of solid construction, and cheap in price. Considering these factors, as well as the fact that they are obtainable at favorable payment terms from local stocks, and that, on the other hand, American generator sets are practically unknown and believed to be too expensive for local requirements, interested parties expressed the opinion that it would be extremely difficult to develop any worthwhile business in American generator sets. At any rate, it would be difficult to induce local dealers in electrical appliances to invest in American generators on a direct purchasing basis. In the event of low prices and liberal credit terms, local agents might possibly evince an interest in American generator sets, but even under such conditions only very small business in the sets may be expected. Arc Lamps and Screens. — It is estimated that about 75 per cent of all theatres in Turkey use mirror-reflector arc lamps. By far the greatest majority, probably 90 per cent, use white linen screens, the other establishments projecting their pictures on the stage wall. Visual Education Nil Visual education. — All matters pertaining to public education are governed by the Ministry of Public Instruction in Angora, which is represented in the various Provinces by directors of public instruction attached to provincial governments. The use of motion pitures and other mediums of visual education in the various educational institutions of Turkey is extremely uncommon. The equipment of the majority of Turkish schools is rather primitive, while advanced and modern methods of instruction are almost entirely lacking. Motion pictures, however, are occasionally projected in the colleges and university at Istanbul, but even in those institutions there is no regular or systematic program of visual education. ( Continued on paqe 4'i I