Show FilM MANAGER SAYS SAYS' I NICKEl THEATRE IS DOOMED Swanson Co Chief Says the Public Wants Only Best Bestin in Motion Pictures I Isho Before Detoro Jon long the tho cent cent moving mo picture show sho will b be a thing lung of ot the tho past Tho The j I CO 1 constant tant betterment both In quality an and J j I I q I 44 A i HARRY T. T NOLAN General Manager Swanson Film Corn Com pany production of or pictures which has become an Insistent demand lId from tho thu public will bring about In this Harry T. T Nolan general pen gen en- en oral eral manager JUanas-cr of oC the Swanson Film I company com corn pany and und tho Amusement company which operates a chain of or moving picture theatres through out the Intermountain countr country and on tho the coast summed up the tho trend of tho the photoplay world Mr 11 Nolan whose headquarters are In Denver Is la making n a tour of or his hiM circuit anI and pent yesterday In Salt Lake Lako inspecting inspect Inspect- III tug ing his liia local lorol house the Rex flex While here lie ho tall talked e generally of th the mo ln moving picture business and Its continued rapid develop develop- ment Tho Tim moving picture business ho said still continues Its Us rapid development de as ns one ono of or the tho biggest and most potent fac tac- torn tors in the tho amusement world The one outstanding feature ot or the da day la Iii nut not only the hold rno ln moving pictures ha c taken on tho the public but also the de demand domanti do- do mand manti for tor them both Loth in quantity and quality The mo ln moving picture audience of or t today day la is a l critical one Just a as much so o olis lis the one of the lie hl high h priced playhouse A t few years rears ago when moving pictures were verc merely a u no cly anything sufficed Plot ilot or story had no significance In fact was Ivas given 1 little attention so flO lon long a as there vita seine borne action on the screen Actors were unknown and anti the tile oni re required required re re- wa was UK the ability to move o or tate late Now plays of or the very cry highest order and ind quality are ure demanded and the most moat tnt talented and und capable screen artists re required re- re S All 11 this advancement naturally means ng greater cost of or pro production A few years ears ago 8 a single reel red picture could be bo produced pro pro- ro- ro for lor CO It Is 19 a n fact act that today few cw ew tingle single ln lc reel pictures are released under tinder 2000 cost for negative production In this wa way the tho public I Itself will vili eliminate tho the 5 i house Tho cheap house hous cannot cannot cannot can can- not afford to p tho quality of or at attraction attraction at- at traction now demanded demandel by tho thu moving picture patrons and anti the tho exhibitor will ha C to taco face the question squarely either to meet meat the demands of or the public with witha a iI higher price than 5 cents or go down Of or course it is Inevitable Ine that the public should pay for tor tho the satisfaction M of or its d demand With the advancement of or the business rapid as It I Is i th there re Is now beginning to be bo noticed a settling down to a n firmer and more moro solid basis buls and a n process of or elimination elImination elimination nation is 15 under way war When the business started the big majority of or those entering entering enter enter- rn ing It rarely had more nore than n a few hundred and no experience Their success 8 8 dependent more moore on luck Juck than ability This typo type however 1 I hi rapidly disappear disappear- III The novice is heln being dl displaced by the hard headed practical experienced business busi busl ness man mun and one who Is able ablo to grasp p Conditions and tho the demands of the patrons an and with the thc ability to satisfy th m And a again ln nowadays no tho the success success- ful rul exhibitor Is Ig tho the one who Is truthful in m n his hla business arid and takes the public Into his confidence The Tue business to 1 today y cannot bo run In Ina a haphazard way or dependent on the I element clement of chance In u it city like this the Investment means Or moro to nil any kind of i a showing ln and an amount of ur such uch proportions cannot be J juggled led with on luck It Jt Is conservatively estimated that neatly nc-aily ally Is Invested I n 11 ri moving mo picture Salt Lake I It Is true that at nt present pr the tho business i In nil its departments I la is o er overdone In manufacture man luau 1 exchanges etc This condition la is due mainly to a mistaken mis mis- taken laken Idea that moving mo pictures nave pavo the road to quick luick riches Hut But again tho the process pro pi-o- lC cess S of elimination on tho the part of or the tho pub pub- lic lie and tho working out of the old adage us to tho the survival of th the fittes will op operate operate op- op erate crate to adjust this condition The Tho competition competition com corn petition iu in many Instances Is la only temporary an and that part of or It when pushed beyond beon a n certain point means bankruptcy ruPt to tho the too aggressive ex ex- ex hl or perhaps beams with more money than judgment To sell ell any commodity com corn at less than cost eventually c leads to th the sheriffs sheriff's doors W Wo We have havo no cause for what ever Our business In S Salt Jt Lake Is en entirely entirely en- en I f satisfactory und anti tho the cr cry of or de depression de de- barely reaches our cars ears We c have e In hand some of the very best pro pro- for immediate release In our nur house here lucre and ani our pro r program m for tho the re remainder re re- of or th the lie winter will iII bo ho of ot the tho highest standard Wo Vo j aim to Introduce succo successive i features This week will LeIn be begin begin Le- Le gin In The Ie Key a Cl play that to tomy trI my toy mind Is on on of or tho be strongest and anti most moal thrilling that lias has been portrayed Mr Ir Nolan olan left leCt last night for Denver |