Boxoffice (Oct-Dec 1963)

ALLIED CONVENTION TO HEAR PLEA FOR CLEARANCE OVER TV Change in Distribution Patterns Asked By Ben Marcus to Aid Product Flow Keynoter Marshall H. Fine To Urge Need for United Action by Industy NEW YORK — Without losing sight of the necessity of negotiating equitable terms for product, there are other problems which could be solved more quickly. That is the opinion of Marshall H. Fine, chairman of the board of Allied States Ass’n, who will deliver the keynote address of the organization’s 34th annual convention which will open formally Tuesday (22) here. Outlining his thoughts on the industry status in advance, Fine said exhibitors first should try to solve those annoyances which could be listed readily and specifically, the solution of which would bring a great betterment for all of exhibition. INDIVIDUALIZED SELLING Fine pointed out that film could not be evaluated at a basic cost per person viewing it and for that reason every sale must be negotiated, an annoying situation and yet “not such a problem that it should become the sole matter of focus between exhibitor and distributor.” Fine said the main problem was motion pictures on television, particularly those shown on prime time. He admitted that those pictures which had been made and released heretofore could not be prevented from being shown at almost any time, but he contended that every exhibitor could do his part to prevent those pictures now being made from being shown free very shortly after their appearance in his theatre. He said the law justified an exhibitor requesting a reasonable period of clearance over any TV showing and his own economic welfare should demand that he give loud voice to this effect. This should be done through combining forces with his fellow exhibitors and his national and regional organizations to let the distributors know that he must be protected in his contract with some amount of clearance over TV showings before he will play any specific forthcoming picture. AGAINST BUNCHING TOP FILMS “Let him do his hollering about this and take a sincere stand to this effect and he will achieve for himself a great measure of relief,” Fine stated. The next problem, Fine continued, was product and he asked: “How many distributors are mad at you now because you won’t play their big picture at Christmas or New Year’s?” Fine said there were nine pictures slated for release at the holiday time, but only four, or five at the most, could play during the holiday season in any given area; in DETROIT — A change in film distribution patterns to provide for a steady and orderly flow of product the year-around, plus a reappraisal of distribution sales policies, are called for in an article, “The Challenge of Changing Pattern s,” by Ben Marcus, chairman of the Allied States Ass’n executive committee, in the 1964 edition of the Allied Merchandising Manual, published in connection with the organization’s 34th annual convention in New York. Marcus outlines the changes occurring in the industry and issues a renewed call for a market research program to develop more modern and effective means for merchandising motion picture entertainment. He points to the building boom in shopping center and drive-in theatres, occasioned by population shifts to suburban areas, and to the extensive remodeling and renovation of existing properties, and he predicts that this trend will bring a change in the releasing pattern of film product in larger cities. “The increase in multiple many cases only three, or perhaps even only two, could play. “Yet distribution will not let itself be shown how much better off they and, of course, the industry as a whole, will be if they would release two or three of these pictures in the slack period of October, instead,” Fine said. “Indeed, it could be proven that some of the lesser of these nine films could gross way more in this manner, capturing, as they would, much of the subrun business at the holiday time, to everyone’s great advantage.” Fine suggested that if exhibitors agreed with him, they should “holler about this, too.” He proposed the exhibitors deluge their local and national organizations with complaints to this effect, asserting that a big enough file of complaints would mean that exhibition would be heard at every stockholders meeting of every company. Sooner or later, he said, this type of mismanagement will have to disappear. “This, in turn, will help bring about a releasing pattern wherein all product will be delivered in an even flow, thereby tending to encourage and build patronage, rather than allow the present ‘boom or bust’ periods which really tell our customers to stay out much of the time,” Fine stated. Fine said that other problems such as forced zoning and bidding, 16mm competition, unfair competition from army bases first runs appears to be almost a certainty in many localities,” he writes, “and what else may evolve from this remains to be seen.” Marcus forecasts technical advances in equipment and changes in presentation methods, and adds, “There is definite evidence of a pattern change in the production of motion pictures, with the pendulum swinging back to more lower budget pictures with good grossing potentials rather than a heavy concentration of production capital being put into roadshows. “With the surge in new theatre construction and the increase in theatre patronage over the past three years, the pattern now should call for more product of the caliber released during this past summer,” Marcus says, adding, “boxoffice grosses in many situations are zooming to all-time highs.” Terming a change in distribution patterns “an urgent necessity,” Marcus says, “A mox-e realistic method of selling motion pictures should be developed and accepted by all of distribution to end all of the confusion that has been plaguing our industry for many years. A steady flow of product, together with the adoption of an intelligent sales policy, would be a pattern change that would encourage the updating of many more theatres throughout the country.” and the constantly spreading attempts at censorship could be met and sensibly discussed and handled if “exhibitors will holler a little more about these, too.” And if, he continued, exhibition will devote a little more of its energies to a study of these problems and how they may be eased, and a little less to worrying about paying too much for good pictures. Fine insisted that he was not suggesting that unrealistic terms be given on any film, but that he felt by working to stem the other problem first, “we can all enter this era of prosperity with an even better chance of less grievances and more success.” He said Allied States stood ready to move in whatever direction its regional affiliates and grass roots exhibitors desired it to head and that “if you tell us what troubles you most, we will do everything in our power to give you aid.” The Allied board chairman pointed out that there was a strong feeling in regard to the establishment of a single exhibitor organization and he expressed the opinion that some day it would happen. But speaking only for the present, Fine said he could not see how this would benefit exhibition any more than the current system of two fine national associations, working closely together in mutual respect and concert for the same overall aims and ideals. (Continued on page 7) Marshall Fine Ben Marcus 4 BOXOFFICE :: October 21, 1963