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April 27, 1918.
MOTOGRAPHY
IX
The REAL Tax
THE REAL TAX is not altogether the REEL Tax. The REAL Tax is levied before you ever receive the picture. It is frequently levied in the sumptuous offices of picture promoters who handle stars and who spend their time in the promotion of pictures.
This tax is then added to the cost of the film rented to the exhibitor. The exhibitor, carried away by the sound of the promoter's voice, the supposed reputation of the wonderful star, the glowing tales of a press agent and the big, black display type in advertisements, rushes into the pit especially dug for him by the promoter.
There is also another REAL tax.
That is the tax levied by what is politely called competition, but which in . reality is merely artificially promoted cut-throat bidding.
That is the tax which the exhibitor pays when he is forced to bid against his brother exhibitor to get a picture which he thinks he should run, but which if he does show, usually means a loss to him. Both exhibitors shove up the price by their mutual bidding until neither is able to make money.
There is still another REAL tax.
That is the tax in unjustified expenses and waste, found at so many motion picture studios. It is the waste which comes from irresponsibility, from lack of executive talent, from the domineering tactics of stars who show up any old time, keep a big force waiting for them and thus eat up the bank balance by their idleness.
Triangle service is the salvation for exhibitors who believe the exhibition of motion pictures is a legitimate business, who believe that they are entitled to a reasonable profit and who believe that they should not be forced to pay these REAL taxes.
As far as the REEL tax is concerned, Triangle has borne it since its inception by the government and is still maintaining the policy of not passing it on to the exhibitor.
Triangle plays absolutely fair and square with each exhibitor.
Triangle prices enable every exhibitor to make money.
Triangle co-operation is a powerful force for success.
Every new Triangle exhibitor means one more protest registered against the REAL tax extortions of the industry.
Join Triangle.
TRIANGLE DISTRIBUTING CORPORATION
1457 Broadway, New York
S. A. LYNCH
President
FRED KENT
Treasurer
R. W. LYNCH
Vice-President
Y. F. FREEMAN
General Manager