The origins of the film exchange.

MOTION picture distribution; MOTION picture film collections; MASS media; FILMMAKING; FILM commissions; MOTION picture theaters; PROJECTORS; EXHIBITORS; BIOGRAPHY (Literary form)

The article discusses the origins of the film exchange. Film distributors frequently speak of selling film to theaters even though films are actually rented on a limited basis. The notion of renting of motion pictures was thought a practical solution by some members of the business as early as the 1890s. The agencies engaging in the practice of renting or trading motion pictures were known as film exchanges. Before serving exclusively as film clearinghouses, exchanges functioned as full-service stores for theater owner/managers. Motion picture and stereopticon slide projectors were sold, rented, or traded along with movie screens and other supplies. Many of the ads listed footage and equipment prices, which, in these early days, were far more important than the title of the film or the names of the actors appearing in it. For film exchanges, quantity was initially preferable to quality. Print vandalism was a sensitive and explosive topic for exchanges, exhibitors, and projectionists. Since all film prints underwent heavy usage inevitable problems arose. Exchanges blamed theater owners for clipping out scenes for personal use or to add to their film collections, thus rendering many pictures incomprehensible to audiences.