The Moving picture world (September 1923-October 1923)

158 MOVING PICTURE WORLD September 8, 1923 How Independent Leaders See New Season By W. E. Shallenberger Pres., Arrow Film Corporation THE coming year is the golden opportunity for the independent producer, distributor and exhibitor. I make this statement in all seriousness after a most careful and exhaustive survey of conditions in the motion picture industry throughout the United States. Never in the history of the motion picture industry has there been so great an opportunity for the independents. Slowly and steadily the independents have moved forward. In the majority of cases, quietly and without fuss they have builded, they have strengthened their organization, they have brought to their ranks men and women of the highest calibre, men and women who felt the urge of independence, who desired to free themselves from the shackles of machine made product, and who recognized in the independent field the opportunity for the real, creative genius, who realized that in independence and independence only lay the road to freedom of expression and the creation of product untrammeled by the dictates of the machine. They recognized also that in independent production and distribution lay the greater reward for worthwhile product. It is absolutely true that there is a greater remuneration for the successful producer and author in the independent field than in any other, but it is likewise true that the independent field is no place for the weak sister. The mediocre or poor product will die in the independent field, but the really good production will reap rich rewards. This is the case because each independent picture stands on its own individual merits. It has no group booking or block selling to carry it along. It is sold on its own merits and if the merits are great the rewards are great, and if it does not measure up to the standard it is not forced down the exhibitor's throat along with some big picture which he really wants. Therefore the fact is easily recognizable that the big picture distributed independently does not suflfer by having to carry a lot of weaklings along with it. The most significant fact in recent developments in our business is the turning of the big exhibitor to independent pictures. He, too, has come to recognize that the independent field is capable of supplying him with the highest type of entertainment — entertainment which his patrons desire and which consequently makes money for him. The fact that he could buy these pictures without being forced to contract for a number he did not want of course played its part and, as a result of the building of the independents in the past years and the present support they are receiving from the exhibitor, there is today in the independent producing and distributing field a greater array of talent than ever before — an array of talent which compares favorably with, and in many points surpasses, that of the national producers and distributors. The coming year will see the greatest and most successful pictures produced by and distributed through the independents. We, of Arrow, have made our plans accordingly. We look forward to 1924 being the greatest year in our history and we are prepared to offer the independent exchanges, and through them the exhibitors, the greatest line-up of attractions which we have ever handled. By Joe Brandt, Pres., C. B. C. Film Sales Corp. IT is a difficult thing to forecast with any degree of accuracy what a year will bring forth in the motion picture industry. It depends upon so much — the whims of the public, which are vacillating at best ; economic conditions, which change over night, and all manner of other extraneous circumstances which can throw all our plans out of line. We are too prone to let our enthusiasms run away with our judgment — to judge conditions not as the theatre-going public sees them, but as we want them to be. However, it can be said, in my opinion, with a fair degree of safety and accuracy, that the season just beginning oft'ert the greatest opportunity ever given the Independents, and that it will be the biggest the Independents have ever known. In fact, I believe this will be an "Independent" year. In saying "Independent," however, it is necessary to differentiate between those selfstyled "Independents" who really come under the head of "program organizations*' and maintain their own distributing branches and exchanges throughout the country, and those who have no such exchanges but who are literally Independents in that they produce independent and State Right their product to the various territorial buyers. It is for these latter that this year presents the golden opportunity; for it is they whom the exhibitors of the country should encourage in production and distribution for their own welfare. I say this because I honestly believe that the exhibitor has learned his lesson — knows what it has actually cost him in money to be "sewed up" to a series of program product. He has seen the box office value picture come along and "didn't have room" — and so had to make room — which meant paying double rental. The exhibitor is turning to Independent pictures because he knows that every dollar spent in production shows on the screen and the pictures are produced so exhibitors will get the fullest possible advantage out of the money that he spends for rental and exploitation. Every dollar that is spent for an Independent picture must count. There is no "scrimping" — but the finished product is of necessity one hundred per cent, efficient, and is available at a reasonable rental with a maximum of entertainment value. This latter must be true, for the Independents are wise enough to know that, having established themselves thus far, they must do their utmost to hold the confidence they have won. The result is fine casts, big sets, excellent stories, efficient directions and production, and an entertainment value that means sure box office returns and satisfied patronage on all sides. This season there is a slight danger of over-production — but even that has its good point, because it precludes the possibility of any exhibitor being short of product even if he decides to hold off on program booking as a block, entirely. One thing is certain — there will be no "junk" offered by the Independents. They are making pictures of an especially high standard ; are going in for big things and big exploitation to back them. We have won the confidence of the exhibitors — it is my judgment that this year we are going to merit that confidence — and strengthen it — more than ever. By M. H. Hoffman Vice-Pres. and Gen. Mgr., Truart Film Corporation DURING the 1923-24 season independent production will make greater strides toward coming to its rightful position in the industry than during any previous period in the history of the industry. The reason for this is as simple as the result is inevitable. It is that independent producers have at last come to the realization that they must offer a product in all respects as good, and if possible better, than that which is being presented by the oldline national distributors. The one outstanding, proved fact in this more or less unsettled industry is that a good production, no matter whom it is produced by, be it an independent unit, an old-line producer or an individual, will meet with a great portion, even if not all, of the success it deserves. Forecasting the independent field for the forthcoming season, therefore, becomes a simple matter. That field will realize a greater measure of success than has ever attended it before because it is making the calibre of productions that qualify it for such success. It is our firm conviction that independent productions will be found in just percentage in the first-run theatres of the country, that they will in their proportion be a measure of the success of the entire industry, that they will take their place along with all other productions as outstanding in the public's knowledge of "the biggest attractions of the year. By Nathan Hirsh, Pres., Aywon Film Corp. 1AM very optimistic regarding the coming season. Every territory is covered by independent exchanges and theatres should not experience the slightest trouble in securing an excellent and plentiful supply of worthwhile subjects for their patrons. Conditions were never more favorable for the independent exchanges, as the market offers a splendid variety of new and worthwhile subjects which are sure to make money for the exhibitors throughout the country. Inquiries are being received by us from every territory in the Union, and the prospects for the Fall are most encouraging. Exchangemen have plenty of money and are buying the best that the market affords, so that exhibitors are bound to make money with the attractions. This optimistic outlook seems to prevail with all Independent exchangemen. who have been eagerly contracting for the offerings of the Aywon Film Corporation and which include a new series of six Big Boy Williams western features, as well as six new George Larkin features. Other new specials which are being sold by Aywon include "Is Love for Sale?" "The Midnight Flower" and many others which are in course of preparation for the market. Taking all in all, this will be a banner year for both the independent exchangemen and the exhibitors, and from the quality of the pictures in the market the theatre-going public is sure of excellent entertainment during the coming season.