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16-mm. Film—and a Theatre That Uses It!
As Industry Executives Discuss the Idea iAarcal Theatre Shows Their Practicality
If tucre 1s one point on which exnibit013 are in general agreement, it is that they all expect that the 16-mm. field is something with wnich they must reckon in the post-war jeriod, and that it will be the type of competition that will affect the grosses of established theatres adversely unless steps are taken by the latter to protect themelves.
If an exhibitor were asked to choose between 16-mm. competition and television as to which he thought most likely to affect his business in the near future, first place would go to 16-mm. It is not that the theatreman treats television lightly, but he feels the closeness of the 16-mm. problem, whereas television is still enmeshed in rosy statements, experimental tests, and a few production difficulties.
USE OF 16-MM. EQUIPMENT
As far as the 16-mm. brand of exhibition is concerned, the exhibitor appreciates the strides made by the armed services with it during World War II. Thousands of 16-mm. prints of shorts and features were given by the motion picture industry free to the servicemen during World War II, and plenty of 16mm. projectors were manufactured that would do justice to the screens of goodsized theatres. Furthermore, while these
reports have not been officially confirmed, it is no secret that these are being made on a professional standard by 35-mm. manufacturers, using arc lamps as the light producing source.
The average exhibitor is well acquainted with the fact that 16-mm. projection has become an established part of courses in many schools and institutions, that in every city of any size distribution agencies are ready to service the needs of any organization, club, lodge, and indiviual who wishes a 16mm. show, and that the number of these units is growing by the month.
He is also certain that as the production facilities of the 16-mm. projector manufacturers grow, there will be plenty of machines on the market in addition to large amount of surplus machines which the army used during World War II, and that as the months roll around, the demand for these machines can easily be handled by manufacturers.
He also knows from a standpoint of economics that the use of 16-mm. prints and equipment are not only lower in cost all around, but that this type of equipment is lighter and easier to handle, that 16-mm. is non-inflammable, and when used might eliminate the use of fire-proof booths.
He further knows that technical ad
THE MARCAL THEATRE, in Hollywood, is said to be the first theatre in United States to show 16-mm. motion pictures on a commercial basis and in a theatre created for this express purpose. Premiere attraction was the Kodachrome production, ‘The People’s Choice,’’ produced by Planet Pictures. The entire program, even the newsreel was on 16-mm. film. Planet Pictures was set up to make 16-mm. pictures for commercial entertainment.
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vancements in 16-mm. arc projection equipment now are said to be able to reproduce a picture on a screen over 125 feet distant with no distortion, that perfected change-overs now permit smooth running, uninterrupted operation the same as with 35-mm. film, and that 16mm. projectors can hold up to 1,600 feet of film easily, cutting down on number of changeovers necessary.
ALLIED’‘S QUESTIONNAIRE
So much for the mechanical and distribution details. What about the product?
The key to this important question rests in the laps of the producers and distributors. Will they make 16-mm. versions of their new pictures available for use in this country?
It was with this thought in mind Allied States Association of Motion Picture Exhibitors not long ago sent out a letter to the principal national distributors, to ascertain just exactly what the producers-distributors had in mind. The results are’ interesting, even though the answers are not always as exact or concise as they might have been.
Here is a letter Allied sent through Col. H. A. Cole:
The matter of the future of 16-mm.
film has been receiving a great deal of attention on the part of trade papers, and it appears that the subject will be very live during the coming years. In view of this, I would like to present a few questions to you with regard to the future policy of your company.
1. Is it the intent of your company to make your future films into 16-mm. either of all or a substantial part of your product?
2. Is it your intention to have continuing control of the distribution of such 16-mm. prints, or do you intend to farm it out?
8. If you are going into the 16-mm. line, have you decided wpon a definite policy in the handling of such film? In other words, do you intend to distribute to established or to-be-established theatres, and, if so, will you give consideration to your present established customers?
You can readily wnderstand the importance of this subject to the exhibitor, and we would appreciate a full discussion of the entire matter from you so that we can get your point of view in our discussions. I am writing this letter so as to get the subject before you and to get your viewpoint as to the future probabilities along these lines.
THE EXECUTIVES REPLY
Here are the answers in part, as received.
From A. Montague, Columbia vicepresident and general sales manager:
As you know, we have reduced very
THEATRE CATALOG 1946-47