Wid's weekly (1923)

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is now afforded for anyone who is able to make a really worth while subject, to get that sub¬ ject into the theatres of the country in an efficient manner and get an honest return on it. Personally I believe that the unit method will bring many times the returns that the methods of the past might bring, because un¬ der this plan an exceptional film can cash in on that most wonderful of all advertising me¬ diums, word of mouth advertising, and instead of having one good year, and nothing to speak of in the years to follow, the good film will be able to return to each community year after year, and bring a splendid rental. As a sample of what I mean, I think that “The Miracle Man” would have brought in a minimum of $10,000,000 in rentals, if it had been sold in this manner, so that it could have returned once a year to every community ev¬ ery year since it has been made. Naturally the officers of the Guaranty Sales Corporation will choose very carefully the product which they will offer. They real¬ ize that they must have exceptional films. No intelligent person, in these days, should expect to make a fortune from poor films, or even from just good films. In my opinion the unit method will be generally adopted in this in¬ dustry in the years to come as the proper way of selling all good films. It has all of the advantages and none of the disadvantages of road showing, and in checking this method over very carefully I have found countless little points which clearly meet every problem that has come up in the past few years, causing trouble between independent producers, dis¬ tributors, and theatre owners. Surely the announcement of the Guaranty Sales Corporation is an event. It has a won¬ derful significance to Hollywood because it means that here is a positive method of devel¬ oping fully and completely the independent producer, thereby giving an outlet for the services of everyone capable of actually mak¬ ing worthwhile productions. It is a wonder¬ ful thing for independent capital because it gives the financial man a chance to go into partnership with the capable creator, knowing that there is an assured market for worthwhile ] )roduetions. Alec B. Francis “THREE WISE FOOLS” King Vidor Production For Goldwyn “THE GOLD DIGGERS” For Warner Brothers Harry Beaumont Production “BEAU BRUMMEL” Harry Beaumont Production For Warner Brothers