Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1914-12-10
PHoToze'ApLAYs
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The question Of increasing the price ol
admission to photo-play houses is agi-
teting the movie world more than ever
and 1t is merely a question Of time when
4 the various producers and exhibitors will
confer on the matter. Harry E. Aitken,
president OF the Mutual Fllm Corporation,
expressed his satisfaction at the wide
/ spread interest which the discussion OF
/ the question has aroused. In the course
| OF conversation Mr.. Aitkcn had some
| further interesting things TO say on the
subject
| I'VE are overlooking certain essential
facts. In the first place, there Ia no
! doubt at all in tho minds OF those who
| are acquainted with conditions In the
amusement business that the admission
price must advance to keep pace with the
increased cost of production, which the
demand for the best pictures has brought
about
Nor is this condition business nov
city. The larger or feature picture pro-
duction in Europe was first made possible
by the fact that Europe from the start
paid higher admission price to its thea
tres than America.
I'm England the admission price began
with shilling In the houses which pre-
sonted good pictures. In Germany the
exhibitor figured in marks not in pfen-
nigs, and In France the franc, not the
centime, was the original basis OF ad-
mission calculation
Motion picture theatres In Europe
from the first charged % cents, so cents
and 75 cents admission and the European
public promptly paid and continues to
pay. at the same rate. In the European
countries they charge a lower price for
the speaking drama than they do in
America, and in America they have been
receiving a lower price of admission to
motion picture theatres than they do in
Europe.
Increased competition makes II impos-
sible for the manufacturer to make
greater sales of prints, and the neces-
sary Increase In revenue must come from
the admission price. The theatres which
show first run pictures must charge
more, and 1t is proper that they should
charge more. just as Broadway prices
for the novelties are higher when the
play is new than when It has been on
the road for some time.
SCENT THEATRE THING OF PAST.
1.-THE scent admission fee Is an Amerl-
can invention that was proper enough at
the time of the converted storeroom pic
ture houses. No great investments were
involved, no especial comforts were pro-
vlded for the public and there was no
claim that the entertainment was other
than haphaEard. With the great growth
of the art Of picture making there came
the increased cost of production. The
best directors, the best players, the best
equipment, the best film dramas and
comedies became essential because the
rapidly increasing demand OF the dis
eliminating and properly critical public
would be satisfied with nothing short of
the very best. In pictures as in all forms
OF amusement the best costs more than
the lower grade product"
ODDS AND ENDS.
Anna Little and Herbert Rawlinson,
after all the hard work of Damon and
Pythias." have contributed for the holiday
season a picture called THE Big Sisters
Christmas
Satan Sanderson," Halle ErmInie
Rives' fctlonal success, is to be filmed
by b, A. Rolfe and released on the Alec
program.
California players have been having a
run of misery. Dorothy Gish, Majestic,
was knocked down by an automobile
resulting in an injured side, a lost toe
and a hospital engagement for month.
Kalem's Hazards Of Helen" have proved