Photoplay (Jan - Jun 1924)

122 No Deposit of any kind Read this— the fairest diamond offer ever made! We will send you either of these genuine diamond, 14K. solid gold rings without a deposit of any kind. Send no money. Do not pay one cent C. O. D. These rings are solid 14K. green gold, with 18K. white gold tops, exquisitely hand engraved and beaded. The pictures only give a small idea of how striking they really are. Genuine Diamonds Each ring is set with a fine, large, extra brilliant, perfectly cut, blue-white genuine diamond. These rings sell regularly for $50.00 each. We cut the price to only $38.75, payable $3.75 a month, no interest. Send No Money— No C. 0. D. Send the coupon without a penny and en» close your finger size. When the ring arrives pay no C. O. D. We ask no deposit of any kind. Just accept it and wear it a week. After the free trial decide — and if you do not wish to buy. return the ring and call the deal closed. If you decide to buy, send ua only $3.75. Then pay balance at $3.75 a month. We make this startling offer because we know we can suve you 20/o to 307c. We import direct and sell direct — no middleman's expense or profit. You pay absolutely nothing unless satisfied after trial. We ask no deposit. What could be fairer than that? Order now 1 Send no monoy— just encloso your finger size. Mail the coupon today I Photoplay Magazine — Advertising Section ment, offering to all and sundry on a "state's rights" basis the wild west pictures at the unprecedented price of fifteen cents a foot. To their joy and amazement they sold most promptly a total of sixty-five prints per production. This took them into a handsome profit as against the loss incurred by the sale of only thirty-five to thirty -eight prints through the Sales company. Incidentally, some pleasant by-play came into the situation. Examining the orders carefully, Adam Kessel found that some of these fifteen cent prints were being bought for Laemmle exchanges. He cancelled the order-, just by way of revenge. The seeds of a glorious new war were sprouting, while the old wars with the Patents Company still raged. Meanwhile additional and lovely complications were arising elsewhere in the Independent branch of the industry. Among other excitements an excellent row was brewing between Carl Laemmle. as the dominant factor of the Sales company, and H. E. Aitken, the soft spoken producer from Wisconsin with his Majestic company. The head of the Sales Company began to realize that the control of the channel to the market for the wares of the studios meant power. It was suggested that Majestic should, as a new comer and an outsider in the field, pay a higher price for distribution than the "charter members'' of the Sales Company. Straightway Aitken took a leaf from the budding thorn hedge of litigation between William Fox and the Patents Company group, and made formal charges against the Sales Company as a combination in restraint of trade in violation of the well known and sometimes enforced Sherman Act. Now both the distributing concerns, licensed and unlicensed, were under indictment as unlawful combinations and conspiracies. Which doubtless they were, morally if not legally. To the present day student of the industry, this period and its movements are of special importance because it was then that distribution, the profit-devouring ogre of the industry, became recognized for its importance. < The more shrewd factors in the formation of the Patents Company, Kennedy, Marvin and Kleine, had foreseen the large economies and consequent profits that would arise out of unified distribution of the pictures made by the licensed studios and they were more than vindicated by the vast success of the early years of General Film, the concern formed to handle that unified distribution. The Sales company, beginning as a defensive alliance, soon demonstrated the same large merchandising fact to the Independents and provided in itself a bone of contention among them. Copvrigltl UK, Harold tiackmm Co, FROM 191 1 onward the business of distributing and selling motion pictures became the major concern of the chieftains of the industry. The channels of distributing became more important in the making of money than the wares that went through those channels. The General Film Company arose as the agency of the bigmonopoly. The Sales Company set out to be another monopoly of t hesame sort, and very shortly came other concerns, each in its lesser way trying to be a lesser monopoly. The ambition of every motion picture boss from Gilmore or Edison down to this year of 10:4 has been total control of the industry. Every expedient known to the violent competitions 01 business has been applied by every concern to the maximum of its ability to that end — except the persistent pursuit of good pictures. This disproportionate attention to selling instead of production is a considerable factor in the many ills of which the motion picture is today complaining, but a discussion of that aspect must be left until today has also passed into screen history along with the men who arc building themselves niches in the Hall of Oblivion, trouble of diet or exercise. She found a better way, 'which aids the digestive organs to turn food into muscle, bone and sinew instead of fat. She used .Marmola Prescription Tablets, which are made from the famous Marmola prescription. They aid the digestive system to obtain the full nutriment of food. They will allow you to eat many kinds of food without the necessity of dieting or exercising. Thousands have found that the Marmola Prescription Tablets give complete relief from obesity. And when the accumulation of fat is checked, reduction to normal, healthy weight soon follows. 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