QUICKER FILM RELEASES

New Zealand Herald, Volume LXXIII, Issue 22356, 29 February 1936, Page 12 (Supplement)

QUICKER FILM RELEASES

NEW SYSTEM IN ENGLAND The system in England by which a six months' interval elapses between the West End showing and the general release of a film —an abuse which has been the subject of unending public complaint —is to be broken. The powerful Amercican firm of United Artists, which also distributes London Films and British and Dominion pictures, intends to issue its pictures to all exhibitors immediately after the West End run. It is likely that other firms will be constrained to make a similar move, since only cinemas with no opposition can afford to be six months behind their neighbours. The step has been made possible by the purchase by United Artists of a large interest in a British cinema circuit known as Odeon Theatres, controlled by Mr. Oscar Deutsch. This circuit, which is valued at £10,000,000, comprises 120 houses at present, and will have 200 by the end of the year. United Artists also have an interest in the houses operated by Mr. C. J. Donada, numbering 52, and the " immediate release " system will be introduced in these also. The six-months delay in release has been a source of inconvenience to producer, exhibitor and filmgoer. A great deal of public interest is built up in a picture during its making, and this is further stimulated by the reviews it receives when first shown. Six months later, when it reaches the provincial cinemas, most of this publicity has been forgotten,