The Moving picture world (January 1923-February 1923)

January 27, 1923 MOVING PICTURE WORLD 319 Sol Lesser Sees Big Year for Industry; Plans Trip Abroad BELIEVING that everything points to a banner year for pictures in the United States, Sol Lesser is planning to take a trip abroad to look over the situation there and at the same time have a little vacation. Mr. Lesser will go with the Jackie Coogan party after Jackie finishes "Toby Tyler," a big circus story which will be a First National release and which will be seen on the screen after First National releases Jackie's picture "Daddy," late in February. Mr. Lesser has been a busy man of late, being in both the producing and exhibiting ends of the industry on the coast. "I think I need a rest to prepare for the big year that is ahead of us," said Mr. Lesser in a interview on the coast, I feel that the year of 1923 is going to be one of the greatest, if not the greatest, the film industry has as yet experienced. I did not By HARRY M. CRANDALL Af<soc!ated First National Franchise Holder, Washington, D. C. BOOKING indiscriminately is perhaps as big an evil as faces the exhibiting world today and still it is one that has been comparatively neglected in a discussion of exhibitor woes. While we speak and write of poor pictures, program pictures and a thousand and one other ills that seem, like the poor, to beset us constantly we have overlooked one factor which to my mind is very important and which will stand as an effective barrier against the progress and prosperity of exhibitors as a whole as long as we allow it. So much blame is attached to the producer whenever a picture fails to make a showing on the credit side of the box-office ledger that we have been inclined to overlook this other contributory cause to many unsatisfactory runs, a cause for which we are in large measure responsible. This is the habit of booking any picture because it happens to be available regardless of other conditions. I am speaking simply from my own experiences in stating that fan psychology, seasonal conditions, the weather and the opposition are a few of the factors that help us in determining our bookings. We are no longer willing to accept any picture that is at our disposal. Unless we are willing, with Micawbar-like procrastination, to put off the day of reckoning in the expectation of a windfall, we must accept the full responsibility for what our pictures do at our houses. As a result of this I am no longer willing to blame the producer always because a picture I have booked fails to show a profit. On the other hand I do not say we shall never show a red 'ine on the cash sheet; but I do contend with a strict regard for the rules that our investigations have proven to us exist in the booking of pictures say that a year ago, nor did I permit myself to be quoted in words to that effect two years ago. Conditions were not as bright then as I believe they are at this time. "I am basing my conclusions on conditions throughout the world. I am not dismayed by conditions at the present moment in France and Germany. I believe the turn for the better will come there soon. In the United States I look for a boom year. The indications point that way to me. Money is not as tight as it has been for some years. The industries all over the country are doing well. "These conditions naturally reflect themselves in the theatres and the public is once more relishing entertainment of all kinds. "Our chain of theatres on the west coast is enjoying a prosperous season and indications point toward even greater prosperity. "The outlook for big pictures this season is splendid. "In regard to the plans of the organizations in which I am interested, I can say that we are building new theatres to add to our chain, and we are contemplating some big picture productions that will carry us well into next year." we can reduce these red weeks to a minimum. Consequently, in our bookings we have found some rules essential, among which are the following: Do not waste big pictures the weeks before Christmas, Holy Week or similar periods when the fans are pre-occupied outside of the theatre. Run light shows during holiday weeks when children are able to attend in large numbers; and one that will attract the whole family. Watch the other fellow's bookings. In our city four big pictures at the same time means a loss for at least one. When I hear of three big ones booked for the same week I usually book a lighter vehicle. I do not say that these rules should apply for every theatre in the country because each manager knows the local conditions he has to contend with; but I do claim that there are certain theories that can be put into practice in regard to booking. As a result of our own watchfulness in Washington, the Metropolitan went through last summer without showing a loss for a single week. The exhibitor owes a duty to himself to study these conditions and observe them in making his bookings; but the producer must work with him. The line of least resistance is a two-edged sword that is likely to cut both ways; and it will hurt the producer just as much if the exhibitor is constantly complaining of a lack of profits because he has been forced to book according to release dates. To remedy this situation I suggest a careful survey of release schedules. Give them variety. Don't let two northern pictures, or two sea* pictures, or two dramas of similar trend followed each other in release. Make the whole program diversified and with a change of pace, so that the exhibitor who is running the entire output can do so without having to face a charge from his patrons that his shows are similar and stereotyped. In this way producers can help themselves by helping exhibitors in large measure to overcome this evil of thoughtless bookings. Bills Go Over No general revision of revenue will be undertaken during the remainder of the present session of Congress, under an agreement which has been reached by the House Ways and Means Committee. Following a general discussion last week, it was decided that only bills of a purely emergency nature or of direct assistance to the Treasury in the administration of fiscal affairs should be reported. It is considered very doubtful whether any general revisions could be given consideration, even in the lower House, during the remainder of the session. The effect of this decision is that several bills which are of interest to the moving picture industry will die. Important among these pending measures is that recently introduced by Representative MacGregor, of New York, providing for an increase in the exemption from admission tax of admissions of less than 25 cents. There are several other measures of more or less interest to the industry which are also pending, but the moving picture business now need fear no legislation along revenue lines probably before next December. Amplifies Statement No Purchasers of Stolen Film Known to Thomas H. Ince Thomas H. Ince has issued the following statement in connection with the attempt to steal positive prints of feature productions from the Ince Studios in Culver City for sale in countries where the protection of copyright is not given by treaty: "I wish to correct the impression given by the first published reports of the theft of positive prints from my studio, that any sale of the stolen films was made to the Oriental Film Company or any other purchaser so far as I know. A thorough check of our vaults indicates that all prints have been recovered. "Owing to the discovery of the plan and the arrest of the leaders in the plot by Detectives Fox and Nolan, it appears that a carefully arranged plan for the sale and distribution of positive motion picture prints in foreign countries has been completely broken up. "The incident shows clearly the great need for full copyright protection in all countries throughout the world where American pictures are shown. So long as there are countries where copyright protection cannot be given to producers of films, there will be organized attempts to steal positive prints from the motion picture laboratories and exchanges of this counry for illegal sale and distribution in such countries." Indiscriminate Booking Is Evil That Must Be Overcome