The Moving picture world (January 1922)

January 21, 1922 MOVING PICTURE WORLD In the Independerit Field Sj) ROGER FERRI The Passing Week in Review. AN apparently despondent distributor has intimated that he will revive an old, poorly directed and amateurishly acted "Ten Nights In A Barroom," which more than a year ago was kicked about the country and offered literally for a song. The cheaper houses were induced to show the picture. Now that the Arrow-L. Case Russell version of "Ten Nights In A Barroom" has succeeded so admirably in attracting record-breaking crowds to the box office, this despondent firm threatens to "revive" this impossible mass of junk. In the first place, the Arrow version is so far superior to the impossible hokum that is about to be "thrown" on the market that it would be an insult to producer, director, author and actors of the new picture to attempt to make a comparison. An idea of the impossibility of the old picture can be obtained from the fact that it cost a little more than $1,500 to make. BUT the issue is not entirely the lack of entertainment value of the old version. It is this practice of "reviving" ancient pictures, when some enterprising producer comes along with a modern version on which thousands of dollars are spent in ex- ploitation, that is taxing the patience of respectable producers, distributors and exhibitors. These "revivals" are a menace to the trade in the first place. In the second place, they serve no one, excepting a lot of "get-rich-quicks" who can see no further than the dollar sign. Such a practice is unfair to the trade in general. It leaves a trail of destruction in its wake. And what is more it is the surest way of keeping the public away from the theatres. THE time to deal a death blow to these money grabbing opera- tives has come. The State Rights market has no room for them and the exchange patronizing them is jeopardizing its future. It is the duty of every man and firm in this branch of the in- dustry to discourage such practice. And this can be accomplished only by refusing to do business with those who persist in trying to cash in on the success of some worthy production by "reviv- ing" stuflf that long ago became useless. This practice, some apologetically will say, is nothing more or less than competition. If it is it's the lowest and meanest sort of "competition." What the State Rights market needs is men of backbone, business in- tegrity and not self-styled "sure things" who seek a living by victimizing the exhibitors and eventually the public. It can't be done. A bluff will live just so long—and then it's over. P. T. Barnum years ago is reported as having said that the "public liked to be fooled." Perhaps, it did in P. T.'s day. But today the public dictates its wants. REVIVALS" may deceive the public into attending the first show, but after that the deception is discovered—and it's the exhibitor who pays. Mr. Independent Distributor stop "kidding" yourself that you can fool the public and the trade in general. Remember you are not the only one who has been blessed with brains. We all have our share—and you never can tell when the other chap has the jump on you. There is no room in the State Rights market for these petty "revivalists." If you can't release pictures that will sell on their merit, get out of the business before you are forced out. If you have junk you're not a film man—you're a junk dealer. And exchanges have no use for junk. When the patrons pay hard-earned money at the box office they purchase their way into a theatre—a temple of amusement—not a junk shop. And when an exhibitor flashes these impossible "revivals" on the screen he's peddling junk. Think it over. The issue is worth giving all the time and con- sideration you can allot it. The time has come for action. In- cidently, it presents a problem that the Independent Producers and Distributors Association should lose no time in solving. CONGRATULATIONS to the I. P. D. A. on their stand in the war against "fly-by-nights" and "film pirates." The Federal Trade Commission is investigating these illegitimate prac- tices and no effort will be spared to expose and prosecute the guilty. The movement deserves the co-operation of every per- son in the trade. These operatives are a hindrance to the busi- ness and the sooner they are eliminated the better it will be for the field in general. This effort is a good omen for a year that promises to bring about many constructive reforms in the State Rights market. NEVER before in the history of the State Rights market have prospects for the future been as bright as they are at present. Producers and distributors have joined hands and the coming few months promises to see the release of productions that not even the most optimistic State righter two years ago dared to dream would be available in this market. The con- fidence of the independent exhibitors has been won. It has been a hard struggle, but it was worth while. The past year was a trying one; the coming one will be a survival of the fittest—but the fittest will be rewarded, for at no other time was the demand for State Rights attractions of merit as great as it is today. THAT distributors look forward to a big season is evinced by the announced plans of many of them. For instance, Equity Pictures Corporation is reported to have acquired "The Wandering Boy," one of the most talked-of pictures of the sea- son. Virtually every big program company entered a bid for this feature, but Equity outbid them. A splendid box office title, a wonderful story, "The Wandering Boy," will find a market that will receive it with wide open arms. C. C. Burr, too, has ■demonstrated his confidence in the future by arranging for the production of a series of Edwin Carew Northwestern features with a cast that will furnish a pleasant surprise to the trade in general when its identity is disclosed. Mr. Burr also is planning a series of Johnny Hines productions, which exchanges and ex- hibitors will welcome as "Burn 'Em Up Barnes," the first Hines feature, is still "cleaning up." Arrow's "Ten Nights In A Bar- room" is the miracle picture of the season and this week added new records to its already long list. And along come the Warner Brothers with announcement that Wesley Barry, star of "School Days," will be starred in two more equally big features. '"I HESE announcements testify to the optimism and con- J. fidence of independent producers. And the year is less than a month old. PROOF that the public will virtually destroy any picture it does not want or that has been "wished" on it, was given last week in New York. Fred Beauvais, who has been mentioned in a divorce scandal, was starred in a "film." The public never accepted the Indian guide as an actor and the attempt to "wish" him on motion picture patrons was immediately frustrated. Let this be a warning to those who entertain the suicidal idea that the motion picture theatre is any man's dumping ground.