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Marketing Conditions Much Improved
More things have happened during the past year to make the motion picture industry a modern business enterprise than during any previous year since its in¬ ception.
The better motion pictures of today are being marketed in a manner befitting the importance of our gigantic business. The product is being sold not only to the exhibitor but to the public as well, along lines employed by large distributors in other modern in¬ dustries.
Service is the keynote of all business success once the quality has become established. During the past year the exhibitor has been given more real service than ever before. Systematic sales plans have been embodied in the distribution of the motion picture product. The haphazard manner of distributing and exploiting the motion picture although not entirely extinct in some cases, is rapidly giving place to more businesslike methods.
To my mind there has happened during the past year nothing more important in the industry than the tre¬ mendous progress in the distribution and presentation of motion pictures to a point where today nearly all pic¬ tures are being sold on their merit and the producer and exhibitor profit or lose absolutely commensurate with the quality of the product. In other words, since the Inception of the motion picture business it is only
through the distribution and presentation developments of the past year that producers, distributors and exhibi¬ tors alike are liable to calculate their earnings in advance by virtue of the fact that we are now dealing in con¬ crete values.
AL LICHTMAN,
General Manager Distribution, Paramount Artcraft.
Cooperative Buying
What I consider a most vital matter of importance in the past year is the possibility of co-operative buying by the exhibitor from the producer, as this is the avenue to the opportunity, which will very soon show the strength of the exhibitor. This co-operative booking will grow very fast and will surely weaken the Powers as soon as the exhibitor realizes his own strength.
I.IARRY RAPF.
Organization of Exhibitors’ Circuit
I believe the most important happening was the or¬ ganization of the First National Exhibitors’ Circuit. I haven’t time to prepare the argument to back up my opinion.
HERSCHEL STFART.
Manager Old Mill Theatre,
Dallas, Tex.
Wid’s Read Everywhere
That’s what executives and others who have been through the country during the last six months say.
They found it bound and in constant use by alert, live wire exhibitors in every section.
You know there are only a few thousand really important exhibitors in this country — and every one of them swears by '
Wicl’s Daily.