TALKING FILMS

Hokitika Guardian, 10 March 1930, Page 7

TALKING FILMS

rentals said to be too high

AICivLAXD, Aljircli G. laming pici.-ti.cs 11 itn two years ■ctu,„.u / iiu,ui me enlire cinema i.i..iiSuy ui me u;u'Kl and held out us jiiuab alluring to motion picune e..j.K/uuis are. nuf proving to ue .soniemiiig oi a mixed blesoing. 1 His, it is stated, is tiie case in Auckla.nu. x> *llll e. Jinil tors consider tJutt Lney are gto.ssly overeiiaiged by film .anges, ana concerted action may te t.dceu tliroiigout the Dominion to mmg the rentals down to a more «--|i"tao.e iigu.e. in jiiibuuim, toe -Vumion jrieiure .ExhimLSors’ .i.v.oc.atioji has npp.oaciied Sir \ ictm *’ l,; ' oil , presuient oi the Motion Picniies insti'in 11 tors’ Association, and cxpiaiuea mai, unless tire- cloud is iJ&uteu, many picture theatre proj/.ietv/is win. 03 miiiiliJe to carry on. lah.ius star tea olf as one of the gi c;ilcsl novel Lies the entertainment U'orui Jiave ever known,” said Hr T. A. t'Diicm, "ait tiu-y have now become Die omer ol the uay. A lew months ago tne sign ol an all-talking picture was sufficient to attract large audiences, now audiences want to see good films, and the prices charged for these by t.ie exchanges are so h.gh that tliej aie hardiy an economic proposition, there is every indication that then "ill be a drop in rentals in the near future, ihe majority of talking pictures are rented to exhibitors on a percentage basis, in addition to a large guarantee; and, on the average, the charges are tiwee as high as they were foi silent films. The audiences attra ted ate not by any means twice as large. Adjustments will have to he made, especially as the number of outstanding talking pictures is small, and competition is keener than it has ever been before.

Ml rentals do not fall, a number of second-class theatres will be forced to close. There must be a reduction shortly in the prices of admission to picture theatres,” said Mr IV H. Hayward. “However, this reduction cannot come until there is a reduction in the cost of film supplies. The situation in Auckland is worse than anywhere else in New Zealand. : Competition is keener and exhibitors are just beginning to feel the pinch. Tdo not think there -is any other town in Australia. or New Zealand where'competition is so keen. Auckland lias fortyseven picture theatres, including suburban houses, and twenty-two of them are equipped for talking-pictures. This competition cannot go on for ever, and general conditions will soon make the reduction in film rentals imperative.”