The Moving picture world (May 1926-June 1926)

e Theatre oP To-Dau presentations ^Prologues ^cMasic ^ 6dited by Colby Oiarriman Booking Problems Chief Concern of Presentation Business Second Article in Presentation Situation Analysis by Colby Harriman BOOKING problems were not apparent until the chain or group plan of presentation productions were considered and attempts made to operate. The individual production departments in the larger city theatres evaded the complexed phase of agencies. It was only necessary to attend to the routine of production organization for a limited period, producing for the engagement, when the engagement was over the production being shelved and stored. With the passing of the individual production department we find that we are confronted with the elimination of our laboratory. The present day status of motion picture theatre stage attractions is not due to a single centralized production department but to a group of individual producers who have devised and developed an art in their own theatres scattered throughout the United States. What they have done is now being felt throughout the motion picture business. The presentation is the magnet attracting the exhibitors as well as the patrons. The art is composite of national likes and provincial emotions and not the product of a single plant or base. It is not our intention to minimize the ability of centralized production departments but to emphasize the value which the individual production departments have generated in the work which has been offered. There is no doubt that perfection may be attained or approached in a massed formation of the elements necessary to production, but the outline of the pattern has been graven, the die cast, and subsequent effort is that of filling in, of embellishing, of quantity production. Routing of Presentations Inaugurated About a year ago a couple of our leading theatre organizations inaugurated a plan whereby certain presentation productions would be booked in other houses of the chain. This idea was primarily born out of the inability of a single production department to meet the financial demands of a constant run of lavish productions, and with the appearance of these attractions in other theatres, the cost of producing them would be pro-rated and make the financial burden easier to bear. The experiment proved successful as there were no extreme differences in stage limitations and the clientele of the houses practically about the same calibre. Encouraged by the success of the first units to be routed, those who sponsored the venture began to take cognizance of the fact that with the proper organization and production set-up, it might be within reason that all of the presentations could be routed and appear in theatres forming either a national or district chain. How this idea has appealed, one only has to look about and note the various activities along this line. The chain or route idea is the dominating one today and the individual production department as a benefit to the theatre is being generally discounted. Position of Publix Enviable One organization which has resulted, as a merging of two firms specializing in individual production departments, is Publix. We doubt whether any other organization will prove a formidable competitor, especially during the coming season. The organizations of Famous I 'layers-Lasky Theatre Department under Harold B. Franklin and the well functioning Balaban and Katz group have been recognized as the organized leaders of presentation production. The stage attractions have been an integral part of their de luxe performances, and we owe them much as we record the development of this new art which in turn has developed new producers, new artists and artisans. With a consolidation of their production activities in a centralized area, with a production personnel which has been schooled in the art of presentations, it is evident that they are in a postion to offer a consistent program for their circuit. Another factor which makes the position of the Publix organization an enviable one is their theatre holdings. We .find that practically the leading houses in the East, Middle West and South, and certain West Coast sections, are under the Publix banner. This means much in the establishment of a proper circuit. The theatres are available that can properly play the attractions offered. This relates principally to the de luxe houses, as we understand the term. The booking problem is not one that will* concern Publix or give it concern to any great extent. The organization in its various capacities appears to be properly functioning, the only factor which it will have to watch is the type of productions routed. There has been a similarity in the units sent out so far, possibly with two exceptions, but this may be overlooked as this year has been one of experimentation. Next year tells the story. Independent Chains Organized But Publix will not dominate the field in the matter of large circuits. This week, announcement has been made relative to the Stanley Circuit embracing the .Mark, Fabian, and other potential interests. Loew is making plans. Fox, and Universal are also to count for much. Producers Distributing Corporation announces its alliance with Keith Vaudeville Interests which is something to sit up and take note of. Then there are the smaller circuits, composed of theatres in inde])endent groups, of companies organized to produce presentations, of presentation service and theatre booking organizations. Suddenly, every vaudeville agency of any prominence whatsoever has announced that they also book presentations. Here is the situation that may well be looked into. Vaudeville agencies know but one thing and that is vaudeville. There is a danger of "vaudevillizing" our presentation houses and it that ever occurs the very magic of the present motion picture theatre stage attraction is lost and we revert to the old idea which has alwut run its course in l>opular amusement. Vaudeville Complicates Production Work To produce a presentation is one thing. To take a vaudeville act and make a presentation out of it is another. The vaudeville complex and the vaudeville agencies will do more to confuse the situation than assist the development of a practical booking systems. The motion picture theatre books a specially produced presentation for a given price or on a percentage. The unit is distinctly an attraction which has presentation values. The feature gets over (Continued on page 356)