Variety (March 1916)

22 MOVING PICTURES FILM "FRANCHISE" HOLDERS THREATEN PICTURE EXHIBITORS First Run Privilege in Neighborhood Seems Likely to Swamp Competition Before Long. Congested Exhibiting Field and Narrowing Down of Reliable Service Principal Causes. A threatened danger to the picture exhibitor at large is the film "franchise" holder in neighborhoods. Watchful exhibitors who have followed the de- velopment of the trade and the recent trend into more simple channels of strength and reliability as far as the manufacturers are concerned say that the neighborhood franchise holder will also result in feature film service again rising in price. The current and late past average daily price for features has been about $30. It seldom exceeded that amount, excepting in special instances, when $75 was demanded, or with a couple of extraordinary releases $100 was askcl and received. The neighborhoods as a rule are con- gested by picture houses. It makes brisk competition, and the exhibitor who was summing up estimated that even though one house concluded to change daily, the seven features or services thereby employed would about deplete the available film market of its best product. The exhibitor referred to the first run privilege only. His argument was that though seven or less houses (if that ninny were in a neighborhood) ran a full week or split the week that number securing first run franchises from services would neces- sarily leave the other houses in the vicinity high and dry for marketable goods through their box offices. The exhibitors left outside of a regular service of value would have to go into the open market, picking up such "cats and dogs" as might be secured, with no assurance of a continued merit that would mean the retention of a profit- able clientele. That the "franchise" holder is com- ing, this exhibitor seemed certain of. The same plan, to some extent, in the case of a single service here and there has been used for a long while back, but the universal extension of the ex- clusive first run limited to one house or a certain few houses in a neighbor- hood would be a new angle to picture trading. Were the "franchise" holder, said the exhibitor, in possession of a theatre of large capacity, he could easily "clean up" the neighborhood through the established quality and names of pic- tures that would be presented. The matter of the exhibitors and pic- tures is forever calling up the present film r.iarket condition. A picture man who should know what he was talking about casually mentioned the other day that n<»t over four per cent, of the pic- ture exhibitors in this country can show a profit for last year (picture circuits figured as one exhibitor). When queried on his remark, he stated it was not intended to mean all of the other % per cent, had lost money—the four per cent, included actual profits only. With the process, whatever it may be. that shall reduce the exhibitors' overcrowded ranks will come another condition tending to regulate the manu- facturing end, which is now governed mostly by demand, the supply being furnished in the belief the demand is there, with the outside manufacturer proceeding under the impression his film, if a good one, can easily find a place. The picture business, in its present state, said the exhibitor, is an endless chain of theories for the future, if one cared to speculate in them. BRADY HASN'T SIGNED YET. The temporary agreement under which William A. Brady is acting as supervisor of productions for the World-Equitable has expired, but he is still at the offices daily. He continues to insist that no new contract has been made with him as yet. It is understood that for the present he is receiving $600 a week to apply on his profits. INCE COMING SOON. Thomas H. Ince is expected in New York within the next fortnight, to ar- range for a metropolitan engagement of the masterpiece on which he has been working for many months. There is some talk of placing it at the Knickerbocker at about the time the new Rialto opens its doors with Triangle service. PARAGON GETS PLAYS. The Paragon Film Co. on Wednesday closed with the estate of Andrea An- toine of Paris for the rights to all available play manuscripts presented during the life of the Theatre Antoine of Paris. The deal was consummated by Maurice Tourneur, Paragon director, associated for ten years with Antoine. Paragon has also purchased the film rights to Harriet Beecher Stowe's "My Wife and I." $100,000 FILM THEATRE. New Orleans, March 22. A new picture theatre to be erected on property leased by Herman Fitchen- Icrg. opposite Child's restaurant on (anal street, will cost $100,000. It is to be called the Globe. Lyric, Morristown, Closed. Morristown, N. J., March 22. James J. Lyons, of the Park, has bought the equipment of the Lyric, which closed its* doors Saturday night. He will use the stuff for fitting up an acrdomc in the rear of the Park. BURNING UP A CITY, Kingston, B. W. I., March 11. A city will be burned here Wednes- day or Thursday, as a near finishing spectacular scene for the huge An- nette Kellermann feature film Herbert Brenon has been directing around these parts the past seven months for Will- iam Fox. After the city is destroyed but a few more scenes need to be taken, when Mr. Brenon, Miss Kellermann and the company are to return to New York. Robert Manteli, another William Fox star photoplayer, leaves March IS. J. Gordon Edwards, Mr. Mantell's di- rector, remains over until the Keller- mann people depart. The Kellermann picture is reported as holding many tremendous "kicks." It will represent to the Fox corporation an investment of half a million dollars before publicly presented (which may not be until next fall). It is the most expensive feature film ever turned out and the length of time devoted to it by Mr. Brenon speaks for the vast thought and work he has given to the film. Since starting on the picture Miss Kellermann is said to have received nearly $50,000 in salary. It's her second big picture, she having been the star of "Neptune's Daughter," the most successful "water feature" yet shown, and which was also directed by Brenon, then with the Imp (Uni- versal). STRIKERS MAKING DEMANDS. Los Angeles, March 22. At a mass meeting of the striking workers of the motion picture studios, a resolution was passed calling upon all employes to give personal and finan- cial support to a movement to regulate working conditions and adjust griev- ances. The workers demand an exchange through which all employes are hired; also a board to decide all wage and other questions, the board to comprise five workers and five members selected by the managers. TO ABOLISH CENSOR. Los Angeles, March 22. By a vote of six to two in Council, the Committee of the Whole recom- mended the passage of a resolution abolishing the Censor Board and pro- viding for the appointment of a Film Commissioner at a salary of $2,100 yearly. The measure is considered as good as passed. The motion picture managers are celebrating, as they were behind the movement for the past six months. GUESSING ABOUT EDISON. The trade is puzzled as to what Edi- son will do with the film the big plant in Bedford Park is turning out. A well- defined rumor has it that one of the companies in the Paramount coalition will shortly drop out and that Edison will take that place. Another report, which is more likely, is that Edison will become active again in the General Film, having never relinquished its franchise in that company. At any rate, the fact that their plant is work- ing to full capacity has made it a mat- ter of conjecture among film men. FOX STILL EXPANDING. The arrival of Winfield R. Sheehan, general manager of the Fox Film Cor- poration, in England, last week and the immediate opening under his direc- tion of a chain of offices in England and Scotland, means that this film company attains a new stage of its expansion into the world markets. Entry into the British market makes the sixth country to be invaded by William Fox in less than 24 months. His corporation is now operating in Australia, England, Scotland, Canada, Brazil, Argentine and is reaching out in still other directions. Two years ago William Fox was operating the Box Office Attraction Company and the Greater New York Film Rental Company. The latter concern was not a film manufacturer in any sense. It bought film wherever it could find it and marketed it through its own small chain of exchanges. Last September the Fox Film Cor- poration inaugurated a regular contract service of a five-reel feature each week and the few exchanges that had been marketing his product expanded into a chain of thirty domestic branches and sub-offices dotted all over the North American continent. Entry into for- eign lands followed soon thereafter. The expansion of the Fox interests has been marked by no alliances of any sort. NEW AMENDMENT COMING. The Board of Aldermen will shortly receive a new ordinance sponsored by the Motion Picture Board of Trade, amending the present motion picture law giving the movie theatres the same standee privileges that the legitimate houses now enjoy. Other contemplated changes are the grading of license fees according to seating capacity and a different definition of the phrase "Mo- tion picture theatre," now defined in the present law as "a place having no scenery, machinery, or stage." The M. P. exhibitors' association, while in receipt of an invitation to co- operate in having this law passed, have consistently declined to have anything to do with the "Board," and it will be a matter of general interest to the in- dependent exhibitors as to what stand the M. P. E. L. will take after the bill is introduced. DE MANBY RETURNING. Alfred De Manby left Chicago on Monday after putting the Chicago Co- lonial "on its feet." He stopped off at Niagara, taking in the Falls. Chicago, March 22. The Colonial gave some big shows Sunday, turning hundreds away. Alfred De Manby gave an overflow concert in the foyer. Sheer's Appendicitis. Billy Sheer, casting director for World-Equitable, thought he had ap- pendicitis Tuesday. He phoned for a physician and went home to bed. On removing his clothes he found a clip holding a bunch of papers shoved into his right-hand trouser pocket had been sticking into his groin.