The Film Renter and Moving Picture News (Mar-Apr 1923)

March 3, 1923. personality have endeared himself to all, and he would epee missed. Once again rumour has proved a lying Jade. The Snare of Price-Cutting. GREAT deal of discussion has taken place recently on the question of reduced prices of admission, and several exhibitors in the North of England particularly have declared themselves against a reduction of charges. It is, therefore, interesting in this connection to read the opinions of Mr. Richard A. Rowland, the new President of Associated First National, who has some very sensible things to say upon this subject. For instance, that ‘‘ the selling price of a theatre’s admission ticket is regulated by the cost of production, plus an expectancy of profit just the same as any other commodity, and it is illogical to expect box office prices to be lowered in the face of continually rising costs of operation of the theatre.”’ ‘fA Dangerous Path.’’ URTHER, ‘It is unlikely that theatre patrons would Our Candidate in Again. THE FILM RENTER & MOVING PICTURE NEWS. 5 advertised time of starting the show. But I found thut, even then, all the seats had been taken—and mostly by ladies, the majority of whom, I am pretty certain, had only a shadowy connection with the trade. Other reviewers besides myself were obliged to stand throughout the hour the film took to show. This is not playing the game. If the renters desire the company of the Press at the trade shows the least they can do is to ensure that sufficient seats are available. It is bad enough to see the Alhambra or the London Pavilion packed out with indiscriminate members of the public, without seeing the same thing in the small (and usually very stuffy) screen chambers attached to the companies’ own premises. Tom Terriss and Tut. LETTER I _ have just received from Tom Terriss makes me envious of his luck in being in Kigypt while we are enduring samples—and varied and severe ones—of English weather at its worst. He is producing ‘‘ Fires of Fate ’’ for the Gaumont Company accept less in __ service, under a special arrangement, and surroundings, music and other R. J. H. DOVENER, speaks of Egypt as a wonderful nse ag a Ag Tue Frum Renter | fost alter his rotura from Lower receive.”’? There is also another Candidate for the Vicewhere he has been able to obtain ost been wlequately sonsidered, | Presidency of the C.E.A., | Sten tombe wade the teva It Kacing in the ‘Sone of healthy romped home with a clear treasures. With Mr. Cyril Smith, competition perhaps, but in the end it must tend to lower the general receipts of the industry. ‘* Theatre patrons do not come out of thin air; the majority of them must be pulled from other theatres, and, as a result, your competitor must slash his prices to meet yours, with the result that soon all are selling admissions at reduced prices, while the new flow of patrons that have brightened your doors for a period gradually drift back to their old haunts, and both your competitor and yourself are in exactly the same position you were before, minus a large portion of your gross receipts.’? Mr. Rowland concludes, therefore (and his argument must surely appeal to all wise showmen), that though good results might be achieved by lowering prices of the less desirable seats, ‘‘ a wholesale slaughter of prices is a dangerous path to take.”’ Big Film Merger. | ABLED information received by Goldwyn, Limited, C says that Hearst and Cosmopolitan Motion Picture Producing Companies have merged with Goldwyn Pictures Corporation for distribution of their films throughout the world. This is certainly one of the most important business deals of recent times in the industry, and places Goldwyn among the world’s leaders in the distribution of motion pictures. Press Stands at Private Shows. HERE is another aspect of the matter, however, in id which I am more keenly interested. Personally, I don’t much mind how the renters fill the theatre (public or private) so long as they see to it that seating accommodation is provided for the Press reviewers who are specially invited to be present. For instance, I arrived at the private theatre of one of the renting companies one day this week at least ten minutes before the majority of over one hundred. See full report of C.E.A. Meeting on another page. his assistant, he was the first to be allowed inside the tomb (apart from Pressmen), and he considers this a great privilege, as many rich Americans and English visitors have been staying at Luxor for some weeks hoping to obtain the coveted permission. He is particularly pleased with some shots of Lord Carnarvon and Mr. Howard Carter at their interesting work. Filming ‘‘ Fires of Fate.’’ N addition to his location at Luxor for ‘‘ Fires of Fate,’’ Tom Terriss will be shooting scenes in and around Cairo, by the Nile, on a private dahab iyeh, at Karnak, and in the Valley of Kings. Thence up the Nile to Assuan, Wadi Halfa, and possibly Khartum. He speaks with great appreciation of the assistance given by the Egyptian Government in lending a splendid Camel Corps, which will be used in the spectacular battle scenes with the Dervishes. With a company of 22 artistes, including Wanda Hawley, Nigel Barrie, Pedro de Cordoba, Stewart Rome, Edith Craig, Douglas Munro, Percy Standing, three cameramen, two negative developers, and three assistants Tom should be having a busy time away in the desert. Another King Discovered ! MERICA continues gaily to study the history of this country. According to a New York film paper, the new Norma Talmadge picture, ‘' Ashes of Vengeance,’’ is placed ‘‘ in the time of Charles IX. of England.’’ The Stuarts evidently had a longer innings than we give them credit for. Man—Woman, and—No Marriage! AS it by accident or design that thetitle of the comedy at the Vitagraph show yesterday provided such an admirable sequitur to that of the drama? ‘’ One Stclen Night ”’ followed by ‘‘ No Wedding Bells ’*! Surely a wag arranged this program. .