Variety (September 1919)

:;'■"••""" 64 1 MO V IN G P I C T U RE S ^Hm D I f* TIIOP c '■ V "S3 - . DISTRIBUTION IN ENGLAND London, Sept. 12. An English film roan, who appears to be familiar with trade conditions here, discussing the situation in London with a Variety representative, said; "The distribution of pictures in England is very bad at the present time owing to the prevailing system of advanced bookings. Most of the large American concerns that rent their pictures in England, when they first opened for business here on a proper scale, had on hand a large num- ber of features, which forced them to adopt what is termed 'block book- ings,' or in other words disposing of their pictures in bulk—that is to say, an exhibitor contracted for all their features instead of making selections. This practice was inaugurated about four years ago when Famous Players- Laslcy, under J. D. Walker's manage- ment, began renting. They com- menced with blocks of eight, then 21, and ran up to 50. As English picture houses change their programs twice weekly, this meant they.had to con- tract with one concern for half their bookings. . . 'The American manufacturers who rent in England under varying con- nections are as follows: Famous - Lasky, Fox, Vitagraph, Goldwyn" (through Stoll Film Co.) and Select {via Gaumont). Most of these con- cerns release one picture a week and are in a position to guarantee a year's supply on that basis. About 15 months ago -exhibitors were booked up four ntonths ahead and this has increased at such a pace that today every cin- ema house in England of consequence is booked up for at least the next twelve months. You might ask why this practice is an evil and if so, why well-balanced exhibitors adopted this system. The fact of the matter is, they were forced to do so because the best, 'features could only be secured in this manner. Every exhibitor was forced through competition to book in this • way. - "The names I have.mentioned above are only a few of the most prominent. There are any number of concerns handling '■ films, buying their subjects from dealers who represent American, continental amf English manufactur- ers. Only a short time ago, in Man- chester, there were €5 renters and in England today there are several hun- dred. "There are in England not over 4,000 picture houses in operation and they are forced to assimilate the film ^out- put of the world. Certainly they are offered all the pictures made in Amer- ica, which produces for approximately 20,000 houses. The result, therefore, is obvious. As a consequence, if the truth were known, I doubt if there are over two American manufacturers who, directly or indirectly, are rent- ing here today, who are making any money—and one of. these is Famous Tlayers-Lasky. v "Famous is said to be doing very well. Up to last January they were doing a gross rental business here of $25,000 and are now probably doing be- tween $35,000 and $40,000 a week. I understand the Government here will only permit them to remit a gross of $12,500 on each of their big features and a lesser amount on the smaller ones. The Government, through the Surveyor of Taxes, supervises all such remittances and regulates them. "The Fox company, like Famous Flayers, are handling their own out- put, and doing the best they can,'but are probably not making any money. This is not. their fault, but due entirely to conditions here. Vitagraph, at one time the foremost dealer here, are now renting, with indifferent success. Pathe is-handling the products of their American and foreign producers. Gaumont has been handling Select, but the contract runs out next April and meanwhile they are buying of other manufacturers. The latest Select- Selznick pictures have been sold to Mr. Wertheimer, and through him are being handled by Walturdaw. Jury is handling the product of Robertson- Cole and is taking over 36 Metros, pre- sumably on a percentage basis. The Universal output is bought by the Trans-Atlantic who do/not rent but sell. They control the Universal pro- duct in several continental countries also. Ashleys are buying of different firms. "Besides those above enumerated there are quite a number of independ- ent renting houses, who buy exclusives en the open market from American, continental and English. manufactur- ers. Such firms usually release from 12 to 26 pictures a year. "It will be perceived from the fore- going, that an American manufacturer will find it difficult to'invade this ter- ritory. Often we here do not like cer- tain pictures. I know of one big firm here that deals in American films that has 16 pictures on its shelves that have been offered to every dealer in England and turned down at any price. "A renter has to wait from a year to a year and a half to get booked up on each picture he buys and mean- while has to carry the heavy expenses of overhead salaries to salesman, etc "Dealers are unable, as is the case in America, to secure financial assist- ance from their English banks. Fir_ here buy subjects outright and the renters are forced to carry very heavy sinking funds because, when they seU a subject, the release cannot be in lest than from 12 to 14 months and the best terms they can secure are from ten to 25 per cent, down on the signing of the contract, 25 per cent, six monthi later and the remainder all the way from release date to months after. "I know of a rental concern in Eng- land constantly carries on its books over £60,000 without any financial as- sistance from its banks. So that, an American manufacturer, desirous of invadiag the English teritory, has not to do one of three things, viz: (1), Rent, which means opening eight offices throughout England, equipping them with salesmen, etc." This accomplished he must, make up his mind that from the day he sho»j his first picture no money comes in until 12 months have elapsed. Mean- while he continues to give trade showi throughout the country and keep op his organization. (2), If he wishes to dispose of hir English rights from New York, having an output of say one feature a week, he will find it is an impossibility to find a concern here who will take over 52 pictures a year. He would be very fortunate to sell, say, 38 out of his 52, and he would probably have to wait for payment on corresponding lines, as stated above. (3), He can come to England, open an office here, and sell his goods in the open market to the dealers. "For what are termeqVthe regular American program subjects, the aver- age selling price for this country ii below £1,000 and rarely runs to $750(1. 'The censors are very fair and lib- eral, and give every encouragement and assistance in the matter of cut- ting and re titling a foreign picture to. ccme within the local restrictions. 44 LDIERS OF FORTUNE" FOR TWO AND THREE WEEK RUNS An ALLAN DWAN PRODUCTION "SOLDIERS OF FORTUNE" is built for two and three week runs. The live-wire exhibitor has discovered, tbat the best possible advertising for his house is its ability to occasionally "hold over" a feature. Hence the real special, that sends 'em out babbling the praise of your picture and theatre all over town, that establishes yours as THE photoplay house. The directing genius of ALLAN DWAN— the dramatic genius of AUGUSTUS THOMAS—: the story-telling genius of RICHARD HARDING DAVIS here combine to give your showmanship a man's size chance. The business you'll do with this Kfealart special, produced by Mayflower Photoplay Corporation, will be a guide to what you're going to earn with those that come after. Realart Pictures Corporation ARTHUR S. KANE, President 112 WEST 42nd STREET, NEW YORK CITY