Motography (Jul-Dec 1913)

August 9, 1913 MOTOGRAPHY 95 Motion Picture Making and Exhibiting By John B. Rathbun CHAPTER V {Continued) THE rental price of film varies with its age, a "first run," or new film, being the most expensive, from which point the price tapers down until the film is no longer fit for service. The price also varies considerably with the amount of competition existing between the film agencies in the town from which the film is obtained. As a rule, the cost of a "first run" film is only justified in the larger cities, where the motion picture patrons have every opportunity of seeing the latest productions and where it would be suicidal for a shopping district show to exhibit anything but the newest features. Except for the topicals or "weeklies," very few of the films lose interest for the reason that they are two or three weeks older than their release dates, and therefore they are as much appreciated by the audiences of the smaller communities as the subjects hot from the factory. As long as the film is clean, and whole, and without rainy spots or torn-out sprocket holes, it is good for thirty days after its release in any small town, until competition makes it necessary to book films of more recent date. After a film is more than thirty days old, it is known as a "commercial," and because of its long service, is usually in such a bad condition mechanically, that it is inadvisable to run a show made up exclusively of these films. When three reels are run per show, one of these may be a commercial and the others not older than i ten or fifteen days, this arrangement permitting a fairly good show at a small expense. One commercial in a two-reel show is too conspicuous, unless the exhibitor is fortunate enough to procure his films in a better condition than is common with this class. Two reel, ten-day film shows are the most common in the suburban districts of large cities, two and three reel first runs being confined strictly to the shopping and business districts. Very few of the show's patrons will put up with the continual breaking of old patches, and the jiggling and fluttering rain-streaked commercial. When an exhibitor is paying for films less than thirty days old, he should check up the exchange so that he may be sure that he is getting what he is paying for. This may be done by means of the film records contained in the back of the motion picture trade magazines that list all of the films produced by the various film manufacturing companies, together with their release dates. One magazine in particular publishes a small film record hand-book in which all of the films are recorded in the order of their release dates, which makes it a simple matter for the exhibitor to obtain this information. The routine of the program followed by the average picture theater is as follows : (1) Announcements. After the lights in the auditorium have been dimmed, the stereopticon throws a few advertising or house announcements on the screen. These may be cards from the local merchants telling of a special line of goods or a sale, or they may be slides telling of certain features of the house management such as "Pictures Changed Daily," "Weekly Review Every Tuesday Night," or "Special Educational Release Tomorrow." (2) Motion Picture. The first film follows the an nouncement immediately the last slide dissolving into the "leader" of the film, if the theater is equipped for this arrangement. In no case should a long intervening glare of light precede the picture, nor should any perceptible time elapse between the slides and the film. At the end of the film it is preferable to dissolve the picture so that it gradually fades away, instead of having it come to an abrupt end with a shower of dancing spots and a glare of light. Should the film break or some other accident occur in the operating booth, a slide should be immediately projected, notifying the audience that the show will be continued in a few moments. Announcement slides such as "Just a Moment Please," or "Film Will Start in a Moment," can be obtained at any exchange. While the film is being shown, the pianist or orchestra should play music that is appropriate to the picture, and not a miscellaneous medley of airs that may occur to the player as the show progresses, as it is possible to dispell the illusion entirely by the carelessness of the musician. Musical scores for nearly all of the films may be obtained from the exchanges. (3) Song. At the end of the film, the singer enters, and the first song slide is projected upon the curtain, or in case the song slides are not used, the operator trains his spot light upon the singer at the moment of entrance, being careful to follow every movement with the light. When two operators are employed, as is usually the case when song slides are used, the first rewinds the film, and the second operates the stereopticon. With one operator, the rewinding must be postponed until the intermission. The employment of two operators is a real economy on busy nights and holidays, or in shopping district shows, as with two men the intermissions are shorter and more shows may be given in the working hours. For the best effect, the first lantern slide should dissolve into the tail piece of the film, without intermission, an effect that is only possible by the use of two operators. At the end of the song, the motion picture machine operator projects the "leader" of the film into the last song slide, which is gradually dissolved out of the field before the end of the leader. When there is only one operator, and when a spotlight is used in place of the slides, the singer should be kept as nearly as possible in one position so that the operator will not have to be continually on the alert with the spot. (4) Second Film. Follows in the same way that the first follows the announcement slides. (5) Second Song. (6) Intermission or Third Reel. At the end of the second song, or the third reel, if one is used, the stereopticon operator projects an announcement slide, "End of the Show. Those Who Have Not Seen the Entire Performance May ' Keep' Their Seats." The auditorium lights are