The Moving picture world (May 1922)

May 27, 1922 MOVING PICTURE WORLD. 381 First National Business Survey Reveals Great Hopes for a Banner Fall Season AN encouraging improvement in general lousiness and industrial conditions, and a practically universal conviction that there will be a marked betterment everywhere by September, with a correspondingly bright outlook for a good motion picture season, are the fundamental facts disclosed by the second annual survey of motion picture industrial conditions, which has just been completed by Associated First National Pictures, Inc., through its exchange managers in every territory in the United States and Canada. The! questionnaire was divided into eight questions, the whole forming a concise summary of theatrical and general conditions in each territory. 1. General Business Conditions. Seventeen territories out of thirty-two report that general conditions are much better, or are slowly but steadily improving. In seven of the remainder there has been no appreciable change, and the other eight declare that conditions, if anything, are slightly worse. The improvement is most marked in the East and the Middle West — that is to say, in the teritories between the Rocky Mountains and the Alleghenies. The South and the Far West are behind the rest of the country in this respect, though the condition of the Southeast and Northwest is better than that of the Southwest and the mountain regions. An interesting feature of the replies to the first question is that in the coal mining regions the labor crisis at the mines is the only cloud on the horizon, the situation in every other Tine of industry being decidedly on the mend. BufTalo reports that the number of unemploved has decreased during the past year from 35,000 to 10,000. New England is suffering from a large number of strikes. In the Cleveland territory, the unemployed situation is being remedied. The textile industry has shown a decided improvement in the Chicago territory. Business is picking up in the Northern California district. 2. Outlook for Next Season. The confidence that the coming season, beginning with September, will bring a marked improvement in business is unanimous. Every territory shares in this belief. Omaha, a representative center in the agricultural districts, reports that the farmer is getting more money for his produce, and that the anticipated crops make the outlook exceptionally bright. Minneapolis, Kansas City, Oklahoma City, and St. Louis concur. Philadelphia promises marked gains in textile, steel and iron activities with the settlement of the coal strike. Denver, one of the hardest hit districts of the country, looks for no relief before autumn, but is confident of it at that time. Butte reports resumption of service by the mines after eleven months of inactivity, with a corresponding stimulation to all business. Cleveland sees a necessity for further adjustment to meet postwar requirements, but counts on much better business as this is done. New Haven reports that factories are running on better time and that building conditions are improving. Dallas reports an abundance of rain after considerable drought, which assures excellent crops. 3. Will Rentals Go Higher, Remain Firm or Go Lower? A considerable number of territories — fourteen, to be exact — express the belief that rentals will remain firm during the coming season. Twelve others look for a declining tendency in prices. Four territories think that in some instances rentals will advance. This is qualified, however, by the proviso that only box office attractions of unusual merit will bring any more money, with program rentals remaining the same as now. There is a strong conviction in many territories that the ordinary picture will continue to go down in price, while the real special will profit by commanding the higher figure that it deserves. 4. Admission Prices — Higher or Lozver? There is an almost equal division of opinion among the territories on this point, sixteen contending that admissions will remain at the level they have reached today, which in many instances is substantially below the level of two years ago, while fifteen others take the position that they should and probably will go still lower. The East and Middle West are squarely divided on the matter. The South seems to be hovering in indecision as to whether present admission prices can be maintained, or whether further cut is necessary. 5. What is the Attitude of the Exhibitors Toward Longer Runs? There is a wide divergence of opinion, ranging from absolute antipathy against extended runs on the part of the exhibitor, to an eagerness for them whenever they are justified, first as an economy measure, second, because an extended run on a proven box-office attraction is safer than withdrawing it to make way for unknown quantity. In the San Francisco territory, for instance, the small-town exhibitor in general hesitates to increase the run of a picture, while the city exhibitors are con vinced that longer runs, with pictures that will warrant them, are the order of tomorrow. The Middle West is rather sharply divided on the point. Indianapolis, Milwaukee, Minneapolis, Omaha and St. Louis are, as a whole, against extended runs. Cleveland, Cincinnati, Kansas City, Des Moines, Detroit, Louisville and Chicago favor them, wherever possible and practicable. The Far West strongly favors them, Denver being the single exception. The East is also divided on the question, New England opposing it, together with Eastern Pennsylvania, while New York State and Pittsburgh are eager for them. In the South, it is the Southwest that believes in longer runs, while the Southeast is conservative in this respect. 6. Are Neiv Theatres Being Planned in Your Territory? As compared with the volume of theatre construction which was going on three or four years ago, there is considerably less planned for vmder way than there was a year ago at this time. The San Francisco, Louisville and Buffalo territories exhibit more activity than the others. 7. What is the Volume of Business at the Theatres as Compared With Last Year? There has been a marked decline in the volume of business at the theatre this year, as compared with a year ago. Estimates range all the way from 20 per cent, to 50 per cent, in a few instances. The average appears to be about one-third, but the very sharpness of the decline is an omen of an upward turn in theatre attendance between now and the first of the year. Some of the territories, in fact, report an improvement in attendance during the past three months, although it is admitted that this may be temporarily lost during the hot weather. One territory, Oklahoma City, reports that business is better than it was a year ago at the theatres, and Detroit contends that the theatres have held their own as compared with last year. 8. Has the Big Special Affected the Regular Program Picture in Bookings? More than half of the territories agree that the big special has cut into the bookings of the regular program releases in a decided manner, and has not only made fewer bookings for the ordinary picture but has forced down rental prices on them. About a dozen territories insist that the big special has not interfered seriously with program pictures, among these being New York, Philadelphia, Washington, Des Moines, Louisville, Denver and the Pacific Coast.