The Moving picture world (February 1920-March 1920)

1086 THE MOVING PICTURE WORLD February 14, 1920 Frank Rembusch States Case of National Body on Advertising IN contributing further to the "screen advertising" controversy, Frank Rembusch, secretarj of the Motion Picture Exhibitors of America, Inc., sends to Moving Picture World copy beyond the capacity of our space to admit in full. We condense and quote in part from an article that interested picture showmen can probably get from . Mr. Rembusch in full. Citing the old Japanese proverb "One look is better than a thousand words," Mr. Rembusch states that the screen would be worth a million to any national advertiser who could show one 100 foot reel one week on every screen in the United States. Xo exhibitor, says Mr. Rembusch, should sign away the exclusive advertising rights to his screen. He asserts that a group of New York exhibitors are asking exhibitors for these exclusive rights plus the right to censor all industrial pictures. Mr. Rembusch is for "an open market" on the advertising proposition. Xational advertisers are willing to use screens, and Mr. Rembusch deplores "direct action" by the individual exhibitor. "They are not a party to the present controversy and should be encouraged," says Mr. Rembusch. "Their sense of appreciation and confidence in the screen equals the same spirit in which they pay millions for billboard advertising." Concerning Universal's Industrials. Asserting that the exhibitor should be paid, Mr. Rembusch goes on to speak for his organization as best competent to handle the situation. In part he says : "In line with the action of the National convention in St. Louis the Natioal officers have been working to find the best solution to cure the abuse of concealed advertising without in any way discouraging the showing of industrial pictures. Mr. Black, Xational president, laid before Universal the screen rights of the exhibitor and asked that Universal pay the exhibitors a nominal sum for showing these pictures. "The Universal Film agreed to give their industrial pictures free and pay exhibitors a nominal sum for showing them. We gave no exclusive contract to Universal. Showmen Free to Act. "No exhibitor is forced to use Universal pictures. We recommend that all other industrial picture producers give exhibitors the same consideration. We have viewed the Boy Scout picture and recommend that exhibitors use it because it is a very pretty picture, encouraging a very popular movement. "The National officers thoroughly investigated the contract Mr. Black made with Universal and approved of it. We also investigated the movement of the Motion Picture Theatre Owners and disapprove of their plan. "They ask that all industrial pictures shall pass their committee of New York exhibitors and that exhibitors give this committee exclusive right of their screens and that all pictures pass their censor. Questions M. P. T. O. Motives. "We believe that this committee has no right to an exclusive contract for the screens of all exhibitors. Since the national organization does not approve of their action they are attempting to start another National organization and we hope they will not be successful. "If thej' are going into the industrial business let them say so, and we will be glad to play all of their good pictures free of rental cost and receive a nominal sum for showing same. The Universal is paying this money to exhibitors whether they are members of the Motion Picture Exhibtors of America or not. "One National exhibitors organization is sufficient. The National officers have plenty to do to interest the exhibitors in one organization without someone always starting something to keep exhibitors from affiliating and wor.<ing together in harmony. Makes Plea for Union. "The National organization has alvyays worked along broad, altruistic lines. Let us keep it so. No organization can succeed that lays set rules for its members as to how they must run their business. "Our function is to bring out the truth and give the exhibitor the facts. We have no scheme by which a few exhibitors can make money through the National organization. Our purpose is to work for the best interest of the industry and assist the exhibtior through an exchange of ideas and a process of education. "This whole controversy started at the National Convention last June and came about because the delegates from New York insisted that the convention follow their recommendation as to representation, etc. It so happened that all the rest of the delegates of the United States voted against the New York resolutions and New York walked out. Favors Majority Rule. "We believe that New York should stay in the National organization and that the majority should rule. Our advice to every exhibitor is : Do not give an exclusive contract to anyone for showing your industrial pictures. "Do not destroy the future of the industrial field by hammering at the National advertiser. "Your screen is your own good property. Keep it and use it for your own good. Don't let anyone be your censor. "Stand by your National organization. It has stood by you in the past." Radin Secures Several Productions on Coast MATTHIAS RADIN, president of Tyrad Pictures, Inc., who was recently confined to his hotel in Los .\ngeles by an attack of the grippe, is out again, and it is expected that within the next week or ten days he will have completed final arrangements with several of the producing companies, signed, for the distribution of their products in .America. Beyond the fact that the art titles in one of these features were made by Ferdinand Pinney Earle and that it contains an all-star cast, no other information is obtaiable. These were the last titles made by Earle previous to the formation of his own company organized to produce spectacular subjects by the use of his patented process whereby massive settings, can be made in a short time and at practically no cost, by the use of paintings and the aid of the camera by a "double exposure" system. "^.^^ Playter Studios, Spokane, and Wellington A. Playter, President of the Organization. Left IS a view of the outdoor stage; right is an indoor virw. showing the electric .U managed as a community proposition. Ml u|"Miii of the studio, to be