The Moving picture world (May 1922)

May 6, 1922 MOVING PICTURE WORLD 61 In the Independent Field B9 ROGER FERRI The Passing Week in Review WHILE the past few months have made history for independent producers who have deHvered money-making pictures to the exhibitors, the present is not so encouraging for the reason that there is a very sad and dangerous lack of big productions. Big productions like "School Days," "Ten Nights in a Barroom," and "Why Girls Leave Home" have made m.oney for theatre owners and consequently for local exchangemen. But more such pictures are needed. TRUE, there are many new pictures on the market, but they are not of the big type, the kind that will inspire the exploitation that the pictures mentioned above received. These pictures, to be sure, will make money, but that is not the big question right now. The State rights market today needs big pictures. The exchangemen can handle them. They can make money. That is now a fact. ^T^ HIS department has during the past six weeks come into the J. receipts of scores of letters from exchangemen who stand ready to give cash for big exploitable pictures. But there are none available right now. This is indeed a trying situation and should be relieved as soon as possible. This independent producers alone can do. THE independent producer need have no fear of putting his picture out on the State rights basis. There are exchangemen in this field who have accomplished miracles in this — the toughest season show business has ever known. These exchangemen have the cash with which to buy these pictures and they are amply capable to exploit them to the advantage of the exchange, distributor and producer. Of that we are convinced. It's now up to the independent producer to deliver the goods. A DISTRIBUTING organization that has been trying to tie up with the exhibitor body this past week sent out a lengthy statement to independent producers that purported to show the advantages in releasing the picture through it. The fact is that that organization claimed a lot of things that it never did— and never can do. But the interesting and important phase of this campaign is found in the fact that to date, insofar as the writer knows, none of those who received these well-worded letters has accepted the proposition enclosed therein. WHAT'S happened to the Independent Producers' and Distributors' Association ? That is the question that has been asked the writer time and again. We are frank enough to admit that we do not know. What we do know is that Harry G. Kosch, its general counsel, has been very active and whether or not he has been working for the organization, he has untangled no few perplexing problems. But we would like to have that question answered, not only for ourselves but for the business in general. If there is an organization, why the secret? AT last the distributor of a. picture with excellent box office possibilities has got on the job and this week announced the sale of certain territories. To the writer who knows that this distributor, for no good reason that we know of, turned down no less than nine offers six weeks back, this is good news. At last, this gentleman is playing square with himself. But if he is serious about that $300,000 proposition, then he has another guess coming. The picture is a humdinger and will make money but from where we sit we can see no justification for such a selling valuation. WE spent four days last week in the Middle West and while there heard from no few exchangemen. They are not altogether pleased with existing conditions. Some admitted ihey owed thousands. Others just stalled and talked. But the spirit was inspiring. It proved to us that out there the exchangemen aie fighting, despite the fact that prevalent conditions are not the best. ELSEWHERE in this section is published an account of the phenomenal record established by "Mother Eternal" at the Adams Theatre in Chicago. This was a frost and conceded hoodoo. Its patrons, literally speaking, up to the time the Ivan Abramson picture was booked, were empty seats. The manager was puzzled. And then along came Frank Zambrini, one of the brightest showmen in Chicago's Film Row, and he put the house over. And with "Mother Eternal." It was exploitation of the convincing and sensible kind that put it over. OUT in Toledo exhibitors book pictures that they believe will make money for them. Then they get behind those pictures and spend money in advertising them. Take, for instance, "Doc" Horater, who runs the Alhambra and Panthenon theatres there. He has booked "Where Is My Wandering Boy Tonight ?" for an indefinite run at the Alhambra, opening next Monday. But he had been plugging on this picture for the past three weeks. From time to time he has taken space in the local papers advertising the picture. What is the result? Well, when this writer was in Toledo last Saturday, "Doc" had enough demands then to warrant booking the feature for a two-week run. And the picture hasn't opened there yet. DOC" was good enough a showman to realize that he had something big — and the bigger he exploited it the more money he would make for himself. And he's in business for what he can make out of it. He's got his health and is keeping it, but that isn't why he's an exhibitor. He's making money and admits it. But others ^re not so fortunate. But perhaps if they took a tip from this oldtimer they would stand a better chance of collecting a profit when Saturday night came along. Create a demand for your pictures. FILM pirates are active again, if we are to consider certain complaints that have reached this department this month. For a time these thieves remained in the dark and nothing was heard about or from them. Now we hear of five piracy cases. The Weiss Brothers are taking steps to prosecute pirates who are alleged to have stolen prints and taken them to Europe where they are unlawfully being shown. THIS department would advise every exchangeman in this country who can afford the time and money to go to the M. P. T. O. A. convention in Washington. There will be a lot of important issues brought before the convention that will demand the attention of the independent film man. So if you can spare the time, come along to Washington. THE F. I. L. M. Club of Detroit is doing remarkable work, a service that is extremely popular with exhibitors and beneficial particularly to the independent exchangeman. Why can't a similar arrangement be made between exchangemen and exliibitors in other territories?