The Washington times., 1914-09-08
THE BEST
Photoplay Department in
WASHINGTON
Success Of the Ne1c
Season Depends
Largely On
Patrons

to start and so much promise is
held out to the patron of the photo
play for the best and most salts
fving form of amusemen, would it
not be well for the patron to re-
member that he owes a little some
thing to the exhibitor and producer
In return for the amusement he gets?
The responsibility for the quality
and character of the photoplay does
not entirely rest on the shoulders
of the exhibitor even If he shows the
slightest inclination to make his SER
vice a benefit to the public. And
the man who tries the hardest cam
not hope to succeed without the CO.
operation of his patrons. There is
large class among the patrons OF
the photoplay who go into d theater
and dare the exhibitors to amuse
them. This is the class of people VINO
sit grimly in their seats and refuse to
smile or be interested unless they
are compelled to do so. And no
photoplay house in the world can
hope to always please such a class.
There is another and a larger class.
however, which is honestly seeking
recreation and is genuinely apprecia-
tive of efforts to provide it This is
the class on whom the exhibitor de-
pends for his regular patronage and
IL is this class which must make
its wants known in order to permit
the exhibitor to furnish the best sort
OF entertainment.
We have taken occasion from time
to time to point out the weak points
in the exhibitors end of the game
nv hA NE h1
class of pictures that are shown to
the public. We have urged the eN-
hibitor to consult the wishes of his
patrons in order to build up busi-
ness that is worth while and to pro-
vide adequate amusement for the
people who want it. Can we not
with equal sincerity ask the patron
TO help the exhibitor attain this de-
gree of efficiency? The exhibitor
has no way of knowing what tie
patron wants unless he is told lie
has no way of learning what would
suit best unless he is given some
indication of his community's likes
and dislikes. And when he has
pleased with A program, it helps him
nightly to tell him SO. The exhibi-
tors business IS not a bed of roses.
you know. He has a great deal 10
contend with in the selection of the
pictures he shows at his house. In
a recent article on the subject w.
Stephen Bush put the difficulties Of
the average exhibitor in an effective
way Among ether things he said:
Keen observers OF the present
conditions in the film industry have
summarized the situation as a con-
stsnt battle between the regular
program and the irregular feature.
Few exhibitors viii fail to agree with
this definition. The greatest task of
10 hihirnT fnn2v is IN balance his
program with an equal regard for
the advantages which a regular pro-
gram gives him and for the benefits
its features are supposed to insure
With but one notable exception pro-
duCers and distributors of regular
programs have been unable to fully
meet the demand for a first-class
feature service This fact occasioned
no surprise. indeed one might say
that experienced and intelligent eX-
h,bitoTs discounted il months in ad-
vance 1t took no great powers or
discernment TO realize that the same
kind of wood does not usually fur-
nish the raw material for both the
kitchen table and the parlor table.
"Appreciating this fact the eX-
hibitor began to look around for
what he considered the best and
most harmonious combination OF
regular program and feature serv-
ice he 1Ounu nlIlStl1 IN
difficulties. The group OF producers
and distributors organized on the
basis of a firm weekly supply were
naturally reluctant to let the eN-
hibitor do his own choosing II ne
came to them for their best ana thelr
hest only he found himself viewed
with suspicion II not with disfaVor.
They might he willing to part with
their best only for a big and well
known theater. They would make
exceptional bargains with the DIG
hugs among the managers, know
ing that the exhibition of their films
in the highest class Of theaters
would help to advertise their product
generally. The managers with WHOM
the organized producers and dis
tribIters were inclined to make such
contracts are very few indeed
When the ordinary exhibitor ap-
nears with demand for the best
only he is discouraged and told that
he must take the bitter with the
sweet He is. Of course. free 10
subscribe for the entire service and
then show only what he likes or
rather what he thinks his patrons
will like The rest he may do with
a : he pleases. keep il in the booth Or
scnd it back TO tn" express office at
once This. OF course. is very
extensive proceeding for the o.
hibitor. but it has to my own certain
knowledge been put in practice and
followed BY some measure Of success.
Subscribing for two or more serv-
ices and using only the best is. nf
course. an almost heroic remedy. and
tho average exhibitor cannot AFFORD
such a step. His public. as a rlIc, is
lust az eager for tho best as ih~
public in the first-clsss theaters.
Day after day he is compelled to
listen to tho plaint of his patrons
telling him he shows too many pic
lures Of one kind Between the
exchange which seeks TO load him
up with all that comes out of the
producing mill and the insistcnt
demand for quality plus variety, he
has hard row to hoe"