The Washington times., 1915-04-26
THE BEST
Photopldy Department in
WASHINGTON
Constant UphedOdlS
in Film Business
Bring Benefits
to Patrons

The patrons Of the motion picture
business who are of philosophical
turn Of mind are getting quite
bit Of entertainment these days
from the critics of the men who
from the pictures themselves. The
newness of the photoplay n year or
two back made 1t possible for all
sorts and conditions of men to get
Into the game. The regular show
man held himself aloof from the
whole proposition. When one Of his
fraternity was smitten with the
was generally ridiculed to such an
extent that he gave up the idea.
There were some very sane, re-
liable business men among the first
Of the motion picture producers. But
the large majority of them were OF
the class known as shoestring capt.
talists, who went into the business
because they could do IL cheaply and
1t presented speculative possibilities
that appealed to them. The specu-
lative character of the business Is
disappearing. The competition
among the producers has made 1t in
creasingly difficult to corner the en-
tire monetary circulation of a town
or city with a few productions. The
exhibitors are learning that they
are not so much at the mercy Of
the producers-as many of them still
think, by the way-as the pro-
ducers are at their mercy.
The result Is that there is a sys-
tematic heaving and CONFUSION In
the business which has invariably
made for better pictures and more
artistic productions, but has served
to weed the spectators out of the
business and nut the legitimate busi-
ness men at the top. This thing will
continue to 80 on for a long time
probably years-until the production
and distribution of pictures is put
upon a safe and sane basis that can
be assured Of some permaneney.
1t Is this feature of the business
that Is now receiving the greatest
attention. The producers are work.
Ing toward the elimination of the ex-
change that is nothing but an ex-
change. They want to get in per-
sonal touch with the exhibitor and
learn at first hand what the public
wants-not what the exchange man
ager needs to keep his weekly state
ments up to the general average.
The biggest step in this direction
nounced recently in the formation
of a syndicate or group by Vita
graph. 1.ubin. Selig and Essanay Of
ncers for the purpose of pushing
the rentals of the big feature fllms
of these companies. Film men are
just beginning to realize the i'm
portance of thE combination.
The strength of the new N-ganiza-
ton can be readily seen when 1t Is
considered that II comprises four Of
the Oldest companies producing mo-
tion pictures, whose financial and
artistic resources are practically
unlimited. These companies. the
pioneers, and in many ways the
creators of the motion picture. are
departing, radically from the meth
ods that they have followed for al
most fifteen years.
There is the change in the meth
Cd of distribution. but still more i'm
portant is the announcement that
the presentation of well-known
factor in the forthcoming features.
This modification of long standing
policy y taken BY film men as one
or the most important aspects of the
new organization. Another Is the
fact that, though formally combln-
Ing. the underlying principle OF :he
new combinations operations will
be the "manufacturer-to-
slogan.
In all the announcements, and In
the future operations. emphasis will
be placed On the fact that the ex-
hibitor is dealing direct with the in
dividual manufacturer. and that the
tinue with his picture from the
time 1t is completed at the studio
!: until 1t is in the exhibitors hands
In the meantime. the ultimate con,
sumner is watching the upheavels. OF
which this is but one, with great
interest. because each of !Iem has
his benefit as a prime mover.