New-York tribune., 1921-10-16


effect that it had undergone complete remod.
cling and was now open to the pubic-nrieos
remaining normal. But the only n airs NC
ticeable were two lights over the door sns
an odor of fresh paint on the interior. Th..s
made little difference to the patrons: is was
neat stroke, and as such they approved il. 3
Then came the Jewels master strategv-,,u. z
intentional but vastly effective. 1t came about
Saturday Light. which was the biggest and
most profitable evening of The week because of
tie weekly pilgrimage Of the countryside. 3
TIE Jewel had been having great troubie
getting films regularly. If five reels We're or Z
dered three would come Sometimes the whole
amount would arrive, but it would usually be
an hour or so late.
Patrons had been complaining and the
Jewel was losing trade. SO special trip was
made to the film kings and on bruised patela
the proprietor implored flm-plenty Of it,.
Along toward evening. Saturday, it came, az
special consignment of fifteen reels, more than
he usually used in a week.
Meantime the other house had been busy.
and its customary supply Of reels was like
wise considerably augmented. 1t was in the
afternoon that the Gem, seeking 10 repeat
former successes, advertised an extra attrac-
tion of six reels.
The Jewel countered with a notice stating
that eight reels would be shown there To
this the Gem added four rees-a number
promptly increased to fourteen by the now
alert Jewel.
Excitement ran high, betting was feversh
though sub rosa, and when evening came the
streets were packed with potential patrons
Again the Gem decorated It's sgnboard-
pictures will be shown until midnight The
Jewel promptly retorted it would show them
until its patrons were tired Of seeing them
Just before show time The Gem rcsoeted to
guile; its new sign said: Come on M bring
your breakfast and stay as long as you like"
The Jewel took up the challenge and urged:
Come in! Wen serve your breakfast
The result was both houses were packed
1t was nearly midnight when the Gem ran
off its last reel and closed up. But at 80
the Jewel was still two reels TO the good, and
as the tired but satisfied patrons were leaving
the enterprisng manager rushed up to the
door, dumped down ten more reels and ex-
claimed, ''There's more coming"
His patrons smiled their appreciation and
left. They had had enough. OF course they
didn't know those pictures were the ones they
had seen earlier in the evening. TIE labels
on the film cans had been changed, but that
was all
Such was the competition that has brought
closer the millennium. In time the demand
for pictures brought out more producers and
as result films became both better and more
PLENTIFUL There were many kinds OF pro-
ducers; the one lunger, who dumped one
picture on the market and then EXPIRED the
cheap gyp artist whose aim was quantity.
and cash-and the reputable producer who
saw future and builded for IT,
With more film pouring out competition
sharpened up. The exhibitor didn't lave to
beg and supplicate for his supply was ac
tually offered to him That marked the be-
ginning of change in policy
Then came the salesmen-hordas and
droves of them They sought out the ex-
hibitor. besieged him with offers and flooded
him with pictures. He could have the pick Of
the market-at a price
About this time the super feature and spe
cial production made their debut These films
cost immense sums to make, and il was up to
the exhibitor to pay into the producers cof
fers not only what they cost but more besides.
Yet though the exhibitor paid (and paid and
paid, he was in q new position Producers
and distributors had exchanged their high and
mighty seats for suppliant positions at the
feet of the showmcn. Instead Of saying,
Take it or leave it." they begged, Take it"
And most Of them said "Pleaseo
To-day there are many policies; competition
IS the ruling factor and the poor exhibitor
(somchow he seems always to be poor has as
much trouble lodging film saesmen as a mis-
sionary does in eluding cannibal
Many pictures are sold on the straight
rental basis. This means thai the exhibitor
pays in advance fer the use Of the production
and takes chance on losing as veil as on
making profit. He has little guaranty be-
yond the reputation and word of the company
that the picture Will be good or that it viii
reach him in time Tor his show
Another scheme along similar lines gives
the exhibitor the right to play picsure for
certain consideration. But he pays only on
pictures that make money for hi.e If the1
first film is a loss he gets another. And il
that also losses he gets third and 50 on
until he is even with the game Is quite
impossible to explain how tie company makes