Abstract
This chapter identifies key problems in the supply of film product to cinemas, at the level of both domestic film production and the ‘open market’ system of film renting. It shows that lack of capital was the most significant cause of native filmmakers’ chronic weaknesses, and that the prevailing form of film distribution in Britain did not properly cater to exhibitors’ needs. Various attempts at reforming the ‘open market’ are documented (including efforts made by American companies to secure monopolistic control of the industry, of which the formation of the British Board of Film Censors was one by-product), and it is argued that, although the practice of renting multiple-reel feature films on exclusive terms was an ideal solution, its widespread adoption was inhibited by a number of factors.