1764 THE MOVING PICTURE WORLD <strong>Dec</strong>ember 22, <strong>1917</strong> Hodkinson and General Film in Combination Former Will Use the Machinery of Old Distributing Organization with Own Salesman at Each Branch- General Announces Other Modifications. Till". \Y. \V. Hodkinson Corporation will use the ex- change organization of the General Film Company as the service end of its distribution plans, it was announced at the offices of the two companies last Friday. Under the arrangements made, the Hodkinson Corporation will have its own salesmen in the twenty-eight General exchanges, where the actual shipping, inspection and other services will he handled at a lower cost than, as the announcement states, is now enjoyed by any distribution plan. The Hodkinson Corporation saves the wasteful cost of opening and operating new offices, while the General, with its finely equipped organization, is thrown at once into the great field of feature program distribution. The first product to be handled by the new channel will be the Paralta Plays, two of which, "A Man's Man," with J. Warren Kerrigan, and "Madam Who?" with Bessie Barriscale, are ready for immediate bookings through General Film exchanges. In addition to the announcement of United States distribution, the W. W. Hodkinson Corporation also announces this week that the world rights, exclusive of Canada, for all its product, including the new "Motion <strong>Picture</strong> Plus," have been arranged with the Inter-Ocean Film Company. Announcement is also made that the Canadian rights to all the Paralta Plays have been sold to the Globe Films, Ltd., of Toronto. There has been much talk of the advantages of exchange .consolidation and the elimination of waste, but not until the news of the Hodkinson move was announced Friday, did the industry have any visible sign of a tendency in this direction. The Hodkinson-General arrangement, it is pointed out, is the first step in that elimination of waste and the plan to return a share of the distribution profits to the exhibitor, which Mr. Hodkinson announced last week. The General Film Company announces, in co-operation with the Hodkinson Plan, that it is prepared to offer its exchange facilities to other national distributors, on a basis similar to that which it has now arranged with Mr. Hodkinson. As indicated in the announcement of the General Film Company, a broad extension of the Hodkinson plan of co-operation of such elements as already exist in the business is involved—an idea which has been Mr. Hodkinson's motive for innumerable moves in the past. As he expresses it in his announcement this week: "I have in the past, I am today, and I shall in the future use every force that is available for the furtherance of the solid organization which I am building, not only for myself and my associates, but for the industry as a whole." In the General Film Company announcement that it is linking with the Hodkinson organization for the distribution of the Paralta Plays and the other product which Mr. Hodkinson will handle it also states that it is accepting the Hodkinson ideals in its distribution channels, opening its magnificent plant as a sort of Union Depot for the purpose of eliminating the duplication of exchanges, and the consequent frightful waste of present distribution methods. Says an official of the General Film Company: "The exchanges operated by the General Film Company represent the greatest and most comprehensive distributing ti y in the world. General Film Company, the oldest organization of its kind, was organized in 1910, and was the dominating figure in the moving picture business until producers began concentrating upon big features, while ral Film continued a steady flow of regular program attractions. "During the last twelve months a systematic and sweeping plan of reorganization of its machinery has been worked out, and now the organization possesses facilities the equal of any distributing agency in the world. A dozen different manufacturing concerns have been producing pictures for ral Film distribution, ranging from one picture a month to five or mx a week, the whole making a considerable bulk, which was handled with ease. This product we will con- tinue to handle. It is just as easy to handle large pictures as small ones in the mechanics of distribution. We are now beginning a series of activities which will result in other important additions to the product to be distributed through General Film." Exchanges are maintained by General Film Company at New York, Philadelphia, Boston, Chicago, Detroit, Cleveland, Cincinnati, Washington, St. Louis, Kansas City, New Orleans, Atlanta, Minneapolis, Denver, Portland, San Francisco, Los Angeles, Buffalo, Albany, Columbus, Dallas, Indianapolis, Memphis, New Haven, Omaha, Pittsburgh. Bangor, Seattle and Wilkes-Barre. The readjustment of the machinery of the General Film Company to meet the tremendous changes of the present is a far-sighted appreciation of the coming trade crisis. The creation of a new type of exchange organization, discussed from so many angles, into an actual working reality, marks a common ground of thought with that of Mr. Hodkinson. That the General Film Company is now lending its system to full co-operation with the Hodkinson plan is a sign of the great converging movement in the progressive development of the industry. Amalgamation in the Air Exudes in Large Chunks from Hotel Lobbies and Restaurants When Big Film Men Foregather. THAT there is a large economic readjustment looming on the horizon, which may result in a consolidation of considerable size and importance, and which exceeds in fact the mere vaporings of idle rumor mongers, seems well established. The many meetings and caucuses at the Hotel Astor and the Hotel Knickerbocker the past week, whereat a majority of the various heads of the different film manufacturers and leading representatives of other organizations affiliated with motion picture interests in one way or another, even though much of the conversation has taken place across the. seemingly innocent dining table, has led to much speculation by those not "in on the know.'' Significant is the remark made by officials of the First National Exhibitors' Circuit that a move for amalgamation is most certainly under way. One certain party has even permitted the publication of the statement that every executive of such manufacturing interests with whom he has been in conversation, has been in favor of effecting an amalgamation, in order that a better ratio of profits may be conserved with the important sequel of more satisfactory dividends for the stockholders. In fact, the official whom we thus quote goes even further in his remarks and states that the only members of the organizations thus far consulted, who have placed any opposition in the path of an economic realignment, have been wholly employed on a salary basis, and, naturally enough, for reasons of self-consideration, do not care to see the proposed plans materialize. Significant also is the large number of franchise holders in the First National Exhibitors' Circuit, who "happened" into New York and joined in the dinner parties and informal caucuses above referred to, though it has been related that there were no regular meetings of this body called, neither for the directors or shareholders. BRANDT TAKES PATRONS INTO CONFIDENCE. In order that his patrons of the New Albany Theater in Brooklyn might have a full understanding of what they are doing toward the support of the Government by their contributions of one and two cents war admission taxes, William Brandt, president of the Brooklyn Exhibitors' League, on the evening of <strong>Dec</strong>ember 2 threw upon his screen the following announcement: "War tax on admission paid by patrons of the New Albany Theater in November was $420.79. This sum will feed over 1,000 soldiers (a war battalion), one full day." The New Albany is a 600-seat house in a residential neighborhood of apartments and dwellings. Prices of admission are 10 cents afternoons and 15 cents evenings. The appearance of the announcement on the screen was greeted with applause.
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