The Washington times., 1914-03-25
THE BEST
Photopldy Department in
WASHINGTON
Producers Attempt to
Raise Price of
Shows q
Mistake

n y l. A-o"hd4ci 'N'-''
n started by one of the big
n gest OF the photoplay manu-
facturers' organizations. Il
proposes TO educate the public and
the particular branch CT education
10 receive attention is thlt which
deals with the spending of money.
The philanthropic manufacturers
wish to raise the price of their
form of entertainment to 25 cents,
and 1t il their intention TO sperd Il
considerable sum In educating stkeir
patrons to pay % cents for what
they have been accustomed to get
ting for 10 cents. Perhaps we do the
manufacturers a wrong in stating
that the ordinary ten-cent show Is
what they proposed TO giye at the
higher figure They do not mean
TO show better films and to charge
q better price for them.
The campaign Is called curious ad-
vIseGl!-because the reason most
peorle go to the photoplay theaters
10 because the price is 10 cents. In
sor,e places il Is even less than that.
But the standard photopiay theater
price is 10 cents, and Ii il because
q is 10 cents that II counts its pa
irons by the millions. Within the
past few years there have grown up
IN the producing end Of the business
two general classes of producers-a
class of men who are striving to
produce sensa tional films thrilling
Dctores. at the expense Of everything
etse,s and another class who have
striver to produce fine pictures re-
Gardless Of the cost. The latter class
VAS very small at first, but II is
gradually becoming larger. 1t Is a
very curious fact that the slapst.ck.
Observation-Disclosures type of producers,
Who have at last recognized the ne
oesstty Of getting out good films by
good people form a large majority
Of tie particular group that is now
trying to raise the price of the NOV
Ing picture show. The good pictures
are costing them more. That might
De the answer to their campaigning
octirities.
There is a bit of educating that
might be done among the moving
picture patrons. however. that would
he highly profitable. That lies in an
other direction-the education of the
pshlic TO accept quality. instead of
quantity, for the same old price. The
cost OF producing photoplays has in
creased enormously during the past
few years. The keen competition
snlonG: the producers has led to tre-
morcous outlays for scenic effects
snd for players. Probably no pro-
fcssion or trade has seen such a
eleat advance in salaries as that
devoted to the acting of film plays.
The services Of good actors and ac-
trrsees have been in demand. and
Inc salary limit has been entirely
removed The result has been the
noubllns and quadrupIing of the ex-
pensc OF producing pictures, and a
consequent reduction in the net in
comc.
We do rot believe that the average
patron of the photopiay theater
wants to see more than four-at the
outside five-reels of film for his
dime- The strain on the eyes is too
sreat 1or more In the ordinary play
mouse The exhibitor feels that he i,
not dong his duty to his patrons un-,
less he gives them more for their
money than his competitor next door
or around the corner And as a re-
snit the average program consists Of
ore or two good plays and a LOT of
rash IL would certainly be far
more desirable from the patrons
point of view. to have a program of
three good films than one that boasts
OF but one first-class attraction and
% nte that are not up to the standard.
IN" organizations of exhibitors
throughout the country have taken
up this mater and have attempted
10 secure limit TO the number of
reels among their members. They
nave accomplished some good in this
direction. But il has not all been
done yet.
There is a chance for tho rnapuf,o
furer to get into the Campaign busi-
ness-but not in a way that would
result in the showing OF first-cIass
photoplays at higher priced establish
ments: The salvation Of the phOtn-
play business lies in keeping the
prlce where It is-and improving the
time. 1t can be done with a large
margin of profit for the producer. the
eNhibitor-and finally for thn n,hI