XX.
HOW PUBLISHERS CAN CAPTURE BUSINESS FROM THE EVER-ENCROACHING FILM PRODUCER
It has been asserted by some that the movies are a new menace to the publisher. While not denying the truthfulness of the statement, I can not pass by without remarking that the publisher is to blame for such a deplorable state of affairs coming to pass.
The motion picture has created a demand for clean-cut stories, without a particle of padding. Yet there are publishers who have continued to turn out fiction of all kinds with frightfully slim plots. In the motion-picture play, the story is the thing. Sometimes one of these compressed plots that the average author would weave into a good-sized novel can be unfolded on the screen in eighteen minutes.
The longest novel—from a plot stand-point—when converted into a photoplay, would not, at the most, provide more than two hours’ entertainment. As a rule, they run to an hour or so, while those that rely, to a great extent, upon description rather than plot, and are also deficient in plot qualities, could not be put on at all.
It seems to me that the person who has reaped most of gold for this fiction adaptation mania is the author. Now, why shouldn’t the publisher likewise benefit? Well, he can, if he gets into action right now.
Down to date, the greater part of the adapted fiction—short stories and serials—has not been filmed until after publication, when, of course, it would not increase the sales one little bit. If all are to profit, united co-operation is necessary. When a piece of fiction—no matter whether it be a short story, a serial or a novel—appears, an endeavor should be made to arrange with a film concern that the photoplay should appear simultaneously with it in fiction form. Tagged on to the end of the film—or both beginning and end for preference—should be a notice announcing where the printed story can be seen. This publicity the publisher will reciprocate by informing the readers of his publication that they can see the photoplay version at the movie theaters, and so forth.
The millions that visit the moving-picture shows daily have come to regard their favorite amusement as a “Guide to Literature.” They prefer to see it on the film first, because it is the quickest and easiest way to arrive at a decision. It is also the truest test.
Since the movie manufacturers have made good with the speeding-up process in stories, so must the offending publishers follow suit if they do not wish to be put out of business.
When a film form of a well-known copyright-expired work has been exhibited, a run on the cheap editions has occurred, while in many cases the book dealer has been totally unprepared for the demand. The publishers should keep a weather eye on the different releases week by week and watch out for opportunities.
Fresh developments have resulted in more business slipping out of his hands. The latest move of the film producer is to produce an original serial play, have the scenario author write it up in book shape, add some photographs from the film, together with a signed one of the leading actor. The first attempt along these lines has been distributed among the picture shows in lots of twenty-five or more at 15 cents per copy. The first edition of fifty thousand copies sold like hot cakes, so to speak, and the second edition sold well.