The Moving picture world (January 1926-February 1926)

52 MOVING PICTURE WORLD January 2, 1926 "Good Prod ucers Laugh at Combines'-Bishop By KENNETH J. BISHOP President, Tennek Film Corporation IT has been my experience that the more talented a showman is, the less he fears combines. The older theatrical men who have watched the many attempts of combinations to "tie up" the theatres of the country in all the different fields of amusements, whether it be the legitimate drama, musical comedy, burlesque, vaudeville or even the fight of the circuses to hog certain territories to the complete exclusion of rival organizations, are perfectly satisfied that real monopoly in the theatre world is an impossibility. You only have to hark back to the days when Klaw and Erlanger seemed to have the whole theatrical business in the hollow of their hands, probably the nearest approach to a successful combine that the theatre has ever known. Even in those days certain independent producers who gave the public what it wanted managed to make big money and play many of the best theatres, while the smaller independents confined their bookings to the many small circuits of theatres and broke their long jumps with the little one-night-stand magnates who either refused to tie up with a circuit or* were not invited to the party. But the most interesting thing about the Klaw and Erlanger combine from our viewpoint during the present fight for theatres now going on in our own midst is the ease with which it was split wide open by the Shuberts. Theatres were shot up like Florida bungalows opposite the K. and E. houses in every important city and there was a wide open market created during the very years that the combine expected to see their carefully laid plans succeed. The history of every branch of the show business presents instances that prove how impossible it is for any group of producers and exhibitors to monopolize it. There will always be circuits. This we know from past history. But as long as there is more than one circuit; as long as there are newspapers and magazines to tell the public about meritorious productions; as long as there are clever producers creating pictures the people want to see; popular directors, players and authors that know how to guide the golden stream to box-office windows, we need have no fear of combines. New producers, new directors, new authors, new stars, new players and new theatres enter our chosen field every day. Also, the contracts the old ones have signed and are now operating under termmate daily. Where is the business genius who can control the raw stock, the finished product, the distribution, and the market for such a product? Right at the present moment it seems to me that the biggest opportunities for independent producers and distributors, who are not prepared to invest hundreds of thousands of dollars in single productions, are in the short subject field. Short comedies, especially, offer splendid opportunity for large quick returns. If you asked me what the exhibitor needs most today I would say "novelty", and the short subject is his only salvation when it comes to varying his program. That is the reason that Tennek Film Corporation has adopted the slogan: "A Short Subject, Not A Short Sighted, Policy" or "Variety Is The Spice Of Programs." We are placing great importance on our different series of two-reel comedies and striving hard to make them out-of-the-ordinary. With Fatty Laymon and Charley Dorety, Hank Mann, Chester Conklin, Bill Patton, Stuart Holmes and Clara Horton as stars we have personalities that allow us to introduce wide variety into our different series, while Eileen Sedgwick and the police dog Lightnin,' Queenie the tiger, and the Selig wild animals, the laugh subject, Chuckles, and the Honeymoon Travelogues give us the opportunity we need for interesting novelty pictures. We fear no combines and can honestly see no reason why anybody in our very exceptional industry need fear them either. Sterns Offer Prizes for ^Xaugh Month'' Exploitation SPECIAL prizes to exhibitors are offered by the Stern Brothers for exploitation stunts used with their product during Laugh Month, it was announced this week. The product includes the Buster Brown productions and the Century Comedies released by Universal. Therewil be three prizes of $25 each, one prize of $15 and one of $10 allotted as follows: For the best exploitation of a Buster Brown Production during Laugh Month, the Stern Brothers will write the exhibitor a check for $25. The next best Buster Brown exploitation will get $15 and the third best, $10. For the best exploitation stunt on a Wanda Wiley-Century Comedy, the Sterns will award $25. A similar prize wil be given for the best stunt on an Edna Marion-Century Comedy. "We hope this will lend additional incentive towards the advertising and exploitation of Short Product during Laugh Month," assert the Sterns. "Many exhibitors realize what god box-office tonic even the simplest exploitation of Short Products means, but far too many theatre men are indifferent on this score. It has been proven time and time again that One Dollar invested in good exploitation is good for Two at the box-office. One hundred per cent on your money is a pretty good return. "The Buster Brown Productions are ideal subjects for exploitation. Besides offering a variety of national clothing, shoe, hosiery and other ready-made tie-ups, they offer unusual opportunities for any stunt with a child, or toy angle. Reports from various sections of the country are pouring in confirming their availability for simple and effective exploitation." It is pointed out by the Stern Brothers that exhibitors competiting for hese prizes should send in an account of what they do, with pictures or other material there possible, to the Stern Brothers, 730 Fifth Avenue, New York City, and also to the Contest Committee of the National Laugh Month, 218 West 43rd Street, New York City, as exploitation stunts done during Laugh Month are in line for the previously announced Laugh Month prizes. In case of a tie, the Stern Brothers will award duplicate prizes. /•. HERRICK MERRICK, Director and Producer of the Herrick Productions, "on location" in the making of "Keep It Up" ivhich Davis Distributing Diinsion zvill put out.