INSTALLATION OF “TALKIES.”

Manawatu Herald, Volume LI, Issue 4416, 18 February 1930, Page 2

INSTALLATION OF “TALKIES.”

STATEMENT BY TOWN CLERK,

The foliowing statement of the question as to whether “Talkies” should be installed in Foxton has been prepared by the Town Clerk for public information, but we are advised that the statement is not an official one and the opinions expressed therein do not necessarily represent the official opinion of the Borough Council. In the first instance the fact must not be overlooked that the “talkie” invasion of the picture industry lias been studied very carclully by the Town Hall management, and one cannot but be amazed at the suddenness with which the industry has been overwhelmed. 1 owards the close of every year each film company issued a sales hook outlining their product foilin' coining year, and to illustrate how the “talkie" was sprung on the whole industry not one of the 1929 sales books made any reference to “sound,” but the year had not long commenced before “talkie” announcements were coining to hand. Warner Bros, had been experimen - ting with the public address system under lease; the “Singing Fool” and “Jazz Singer” because of their novelty wore immediate successes and the other film companies hastily improvised sound accompaniments for the product originally advertised as silents. We all know how the novelty caught on with the public and led by ah intensive publicity campaign, American “talkie” plants are rapidly being installed in large theatres. In these (uses the money saved by the abolishment of orchestras practically paid the cost of the installation. The position in the ease of small towns, however, is somewhat different Jo that of the cities, but announcements were soon made that no more silent films would be made. The publicity campaign was intensified until the public would travel any distance and pay any price to partake of the latest novel! v.

(Joining now to local conditions, the representative of the Western Electric Company, one of the largest American firms manufacturing these plants, on one of his visits to Foxton stated that a “talkie” plant would probably increase the Town Hall receipts by fifty per cent. The cost of the smallest plant is quoted as follows: —Down payment, £l9'); second payment, £340; third payment, £293; and thereafter £l9 9/5 for 104 weeks, a total of £2852. The plant remains the property of the Western Electric Company, and has to be returnid to them at the expiry of ten years. The exhibitor further has In supply not less than two projection machines, suitable space for storage -batteries, support for horns or loud speakers, draperies, etc., for acoustic purposes, and pay for all changes and modifications in the theatre that may, in the opinion of the company, be necessary.

The average takings at the Town Hall amount to £33 per week, fifty per cent, of this will lie £lO 10/- a week, but it must not be forgotten that the rental for “talkie” films is in the vicinity of 50 per cent, of the gross! takings. Reducing this to plain figures, present receipts per week, £33: film hire, £10; leaving £23. "Talkie” receipts, £SO; film hire, say £2O; plant charges, (averaged over a period of ten years) £11; leaving £lO. Instead of employing a musician as at present, an assistant operator would be required, as a "talkie" plant necessitates two operators. I estimate that the Town Hall would be about £3OO a year w orse off than at present, and the deficit would have to be made up bv the ratepayers paying part of the interest rate. At the same time, the 50 per cent, increase in doortakings seems rather optimistic. At the risk of wearying readers I would quote from the last issue of the "Exhibitors’ Bulletin” published' by the Exhibitors’ Association: —

“it appears as if a much larger number of silent films will be produced next year than are being produced now. The "talkie” members are all agreed that the novelty period had now passed., and that the rentals asked for ordinary talkie features was far in excess of box-office values. It seemed indeed to be a concensus of opinion that so far as ‘bread and butter’ programmes are concerned the •talkie' was far less of a draw'than was the ‘silent.’ ”

Having got so far, it would appear that caution should toe exercised and the public should not endeavour to stampede its representatives into rushing into what is l cully an experiment unless the public itself is prepared to guarantee regular support for the venture. In conclusion ,it should be stated that the whole matter is being very carefully watched and as soon as the time is opportune I have no doubt that the "talkie” installation will become an established fact, but we must bide our time perhaps for a ft w mouths t>r perhaps a year or I've. The whole industry is in the melting pot. ami until the position clarities no-one can tell what the future holds.