The Film Daily (1938)

Intimate in Character International in Scope Independent in Thought FILE COPY The Daily Newspaper Of Motion Pictures Now Twenty Years Old VOL. 74, NO. 23 NEW YORK, THURSDAY. JULY 28, 1938 TEN CENTS Name Indie Exhib. Unit to Aid Major Campaign Com. $825,000 PLEDGED TO BACK INDUSTRYJIZ DRIVE Musicians1 Move to Restore Orks Via Studios Waits Biz Drive . . other results By CHESTER B. BAHN = ON THE basis of what was said at yesterday's sessions at the Hotel Astor, oenefits accruing from the all-industry Irive to increase film theater attendance r the months immediately ahead will not •e restricted to an anticipated 10 to 20 ■er cent gain in patronage. Developments at the rally of unaffiliated rircuit executives forecast these other ■ositive results: First, the evolvement of a permanent rganization from the informal committee roups representing distributor, publicity dvertising and theater interests, with all hat that implies. Secondly, a determined industry move to tern the flow of "loose talk," within the ndustry, both on West and East Coasts. Thirdly, an equally determined effort, ossibly by a standing committee, to solve he problem presented by unfriendly comentators, radio as well as press. ■ rHE keynote for the extension of the drive in these several respects was ounded by George J. Schaefer, who preided, in his opening address. That his xhibitor audience felt the same way was ndicated not only by its attentive and reeptive attitude but by the sentiments xpressed by leading circuit heads during ie Open Forum period. There was general endorsement of : chaefer's assertion that the industry had een materially damaged by "loose talk" s well as by such factors as the recession rid the seasonal decline, and the earnestess of his "something must be done to arness that" was echoed by Walter Vinent, Si Fabian and others who briefly took le floor. Weber Unable to Make Trip to Hollywood Before Late October Descent of Joseph M. Weber, prexy of the American Federation of Musicians, on Hollywood's studios in a move looking towards the return of orks to pix theaters won't materialize until late October or about Nov. 1, it was learned yesterday. Pressure of other biz explains the delay, it is understood. There's plenty to keep the Executive Board engaged in the East, while Weber also is scheduled to participate in the deliberations of the A F of L (Continued on Page 6) ALGER SET TO FILE RKO REORG. REPORT Final report of Special Master George W. Alger, incorporating both his specific findings and recommendations resulting from the series of recent hearings conducted by him to determine the fairness (Continued on Page 6) Grainger Sets More Rep. Franchise Deals in West BIZ CAMPAIGN ESSENTIALS Essentials of the all-industry campaign to build theater patronage, as announced at yesterday's rally at the Hotel Astor: THE PURPOSE "To sell the glamour of motion pictures. To sell the entertainment value of motion pictures. To make the public motion pictureminded and thus stimulate attendance. To sell the quality of motion picture entertainment"— From the address by Ceorge J. Schaefer. DRIVE SLOGAN "Movies Are Your Best Entertainment." PROPOSED DRIVE PERIOD Sept. 1 to Dec. 31, 1938. THE BUDGET $1 ,000,000, 5500,000 of which has been pledged by the distributors and $250,000 by the affiliated circuits. Unaffiliated theaters are asked to contribute the $250,000 difference. PROPOSED EXPENDITURE Newspaper campaign, from $575,000 to $600,000; "A Picture Parade" contest, $250,000, representing an aggregate of 5,000 prizes; literature, lobby displays, contest booklets, promotional film and prints, $150,000 to $175,000. ESTIMATED B. O. BENEFIT From 10 to 20 per cent increase in patronage, representing a possible advance of $1,600,000 to $3,200,000 weekly. rHE down-to-earth flavor of Schaefer's ' remarks and those of Howard Dietz, 'ho outlined the advertising and publicity ampaign, obviously had much to do with ne audience's reaction. There was no igh-pressure salesmanship, no claim for erfection, but rather a frank statement f purpose and media and the voiced hope lat out of a united effort would come a (Continued on Page 2) By the time James R. Grainger, Republic's president and general manager of distribution, returns to the home office on Monday from his (Continued on Page 6) REORGANIZE FRENCH PRODUCING COMPANIES Paris — Reorganization of two French motion picture producing companies is progressing. Pathe Cinema, France's biggest film organization, which has been in re (Continued on Page 8) Seven Indie Leaders Named to Help Mould Plans for Industry Ad Drive Brandt Vaude Invasion Deferred to September Brandt Theaters' invasion of the vaudeville field probably won't get under way until after Labor Day, (Continued on Page 8) A group of independent exhibitors to augment the major committee for the industry's advertising drive was appointed yesterday by George J. Schaefer, chairman of the distributors' group. Indies named were Nathan Yam (Continued on Page 7) Campaign to Start Sept. 1, End Dec. 31; See 10-20% Gain for B.O. Impetus to the first all-industry advertising and business stimulation campaign was lannched yesterday when approximately 70 independent theater operators pledged $75,000 towards the required million dollar budget. At a meeting at the Hotel Astor, the representative independent leaders were told that the distributors had pledged $500,000, affiliated circuits had promised $250,000 and that the remaining quarter million was expected to come from the independents on a basis of 10 cents a seat. George J. Schaefer, chairman of (Continued on Page 7) WALKER WILL HANDLE BIZ DRIVE FINANCES Frank C. Walker of the Comerford Circuit has accepted the post of treasurer of the industry's "back to the theater" campaign. Walker, who is former treasurer of the national Democratic commit (Continued on Page 8) Cowdin to Report to "U" Board on New Financing Meeting today with the Universal board of directors, J. Cheever Cowdin, chairman, will give a detailed report on the new financing deal that he negotiated for the company (Continued on Page 6) Drive Ad Agency Donahue & Coe has been designated as the advertising agency to handle the industry's advertising campaign, Howard Dietz, chairman of the publicity committee, announced yesterday. Other agencies may be given special assignments in connection with the drive.