The Moving picture world (September 1923-October 1923)

September 8, 1923 MOVING PICTURE WORLD 159 Outlook Unusually Encouraging, They Say By Alexander S. Aronson Gen. Manager of Sales, Truart Film Corporation MY swing around the Middle West shows a healthy business with most exhibitors. The outlook for the coming season is unusually encouraging. Exhibitors generally realize that most of the independent producers are creating box office attractions that are worth firstrun showings and these independent productions are receiving the firstruns they deserve. Exhibitors further realize that independent producers are not burdened with excess overhead and can therefore deal with the exhibitor on a very equitable basis. It is my firm conviction, from contact with exhibitors and exchangemen in most of the key centres in the Middle West, that independent product of merit will enjoy unusual success this coming season. By Ben Amsterdam Masterpiece Film Attractions, Philadelphia ANEW era in independent production has been reached and independents are now recognized as one of the most important factors in the industry. Exhibitors found last season that the most consistent box office attractions were independent production pictures of quality. They realize that, due to the independent producers buying the best stories, books and plays and backing them up with the finest casts, directors and material obtainable, they can at last buy productions of independent producers of the highest merit. Also a fact that has great bearing is that exhibitors now get co-operation from independent producers and exchanges in the way of advertising and exploitation of their pictures of both local and national scope. The exhibitor is in a better position now to put over independent productions than ever before. .The sum and substance of it all is that the exhibitor now has confidence in independent productions. He knows by past performances that there will be delivered to him that which he buys— box office attractions that have story, title, cast, sets, direction and national advertising. Independent productions are creating history. They are bringing about keener competition among producers, breaking the block system and making a higher standard in the industry. It is only since independent productions reached this new era that the exhibitor has been able to buy each picture on its merits. No more "cats in the bag. Scores of pictures are being announced for release this season, but most of the really big ones are coming from independent producers who are making fewer, and who therefore have to put everything in them to assure success. This the exhibitor is realizing and therefore the outlook never before has been as bright as it is today. _ Independents have at last reached their stride and will continue to advance and further the industry. By Gene Marcus, Mgr. 20th Century Film Co., Inc., Phila., Pa. IT doesn't recpiire much grey matter to reach the conclusion that the coming season should be a banner one for independent producers and independent distributors. The success that independent or franchise productions have enjoyed during the past two years has made the independent exchange an important factor in the success of the exhibitor. It has driven home to him the fact that there are just as big pictures made for the independent market as for the national distributors — that these pictures possess a quality which makes them sought after by the first-run houses everywhere. Another advantage which the exhibitor has learned to expect from the independents is a fair price and a greater degree of co-operation. The independent distributor with his own money invested in his enterprise is usually more anxious to please his customer and more appreciative of the business he receives. As a result, he takes a greater interest in the success of the theatre man with his pictures than does the salaried exchange, manager, capable as he may be. All these facts have placed the independent distributor in a position which augurs well for the coming season. Never before was the standard of quality of independent releases so high, and, after all is said and done, quality is the unfailing barometer of the exchange's prosperity. Add to this the fact that certain national distributors have curtailed their production, making additional room for independent releases, and you will see that our optimism is well founded. By David L. Segal, Pres. Royal Pictures, Inc., Philadelphia, Pa. IT is my firm belief that the productions that will be released this season by Independents will by far outclass the majority of the productions released by National distributors; a glance over the release sheets will convince any broad-minded exhibitor of this fact. The outlook for the Independents in this territory this season is wonderful. The largest circuits have already closed for practically every big independent release; so have the balance of the other big exhibitors. When you look back the past three years and see the rapid strides the Independents have made and also when we can convince producers of the present high type to release their product through the Independent exchanges, I say there is no picture too big for any producer to make and distribute through the independent market. The Independents have had a hard battle to fight, but they have at last obtained recognition and are here to stay. To the exhibitors in this territory and throughout the country who have so loyally supported the Independents in the past, I say, keep up the support and you will profit by it. To the Independent exchanges, I say, do not abuse this support, for without it we could not survive. To the producers, I say, keep on making big pictures and the exchanges and exhibitors will, unquestionably, support you. We want big productions and the bigger they come, the. better we will like it I By Sam Sax National Sales Manager, L. Lawrence Weber and Bobby North YOU can make up your mind to it : this is an Independent Year! And, to my mind, this is merely a starter of the Independent years, to come. The field is growing, and growing fast. We have had more inquiries from independent exchanges and exhibitors than ever before in our experience. There's a good rason for this, too. Independent productions are better than ever before — they're on a par — and in many instances superior to. the national organization product. Simply because the Independent producer has awakened to the fact that there is an insistent and consistent demand for bigger and better pictures. The Independents, this year, are in the enviable position of leading in supplying that demand. When L. Lawrence Weber and Bobby North laid plans for the production of "Marriage Morals," we planned a picture that could play the biggest and finest houses in the .country— that would at the same time have an audience appeal that would reach the playgoers of the hamlet. Will Nigh grasped that cue and succeeded in every respect. B. P. Fineman had the same idea in mind when he made "Don't Marry for Money" for us. That both Nigh and Fineman succeeded is evidenced by the sales we have made and by the enthusiasm and readiness to buy these pictures of independent exchangemen. Exchangemen and exhibitors alike are sure of an equitable arrangement in the Independent field— we don't tie them down to a contract before they see what they're buying. They play safe with us— they're sure of what they're getting. Which is another reason for the excellence of product. The Independents are leading— we'll hold the lead! By Jesse J. Goldburg, Pres. Independent Pictures Corp. A RECENT close personal canvass of conditions throughout the entire country reveals that independent product is awaited by theatre owners and that they are primed to give consideration to independent productions, even to a greater degree than that which they extended at any time heretofore to product of national producers operating their own exchanges. The significant fact is revealed that independent productions of exceeding merit will command greater prices and longer runs than productions possibly of equal merit released by so-called "program distributors" because product emanating from the latter source must always bear the program stamp, if only because of its alignment with productions of lesser merit. Percentage distribution will, in the near future, be a relic of the past, unless it is reinforced by a substantial cash advance, or a guarantee that is enforceable. Overhead operating expenses of independent exchanges are being reduced, with resultant added profit to producer, distributor and exchangeman. Ethical and commercial principles are slowly but surely being established and ob