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BETTER BUSINESS IN BRITAIN
By BERNARD CHARMAN
Managing Editor, Daily Film Renter
This development was the all-industry |)iil)lic relations drive known here under the ■ liijhtly cumbersome sobriquet of the Better
Business Campaign. \\iiiiin less than 12 months of coming into l);'int; it has i^rown to lustv manhood and is
iheadv becoming a I lie witliin the trade, lis inlluence covers cverv section and it
'LWAYS at the beginning of a year we in Britain look hopefully into the coming months and anticipate a ijetterment of trade conditions. At the close of each year we look back across a sea of wrecked hojjes and a sad tale of disillusionment.
There was, however, one outstanding feature of 1950 as far as the United Kingdom was concerned. It was a development the more noteworthy because on this one occasion the British industry proved itself to be several jumps ahead of its counterpart in the United States.
in America. Selling these to 80 per cent of Britain's movie theaters, the planning committee raised nearly §130,000 with which to prosecute the campaign both in the industry and to the general public.
While it was appreciated that the ultimate a]ipeal had got to be to patrons— and nonpatrons— it was agreed that the first impetus must come within the industry itself. .Accordingly a sidjsiantial sum has l)een set aside foi a national incentive campaign through which theater managers will compete for prizes, including a trip to Hollywood or the Baliamas, and impressive monetary awards. An entry of 1.500 theaters has l)een secured and the contestants will compete on the basis not onlv of their exploitation efforts but on the gtiieial conduct of their theaters, the extent of their public relations and the increased turn-over compared with an equivalent peril d of the ]5revious year.
For its initial appeal to the public the lampaign devised a slogan, "Let's Go to the I'idures." In Britain the word "movie" has ati alien ring and the chosen phrase is a ( ()nun()n])lace in the mouths of all classes. \'.ilual)le space has been secured for this >1 gan in newspapers, it appears on theater mari|uces in all distiicts, is used on car siiil.ers, posters and other points on which it can make impact on the eye. That it is being publicly talkeil about is proof that its message is getting through into people's minds.
.Many prospects are constantly under consideration for extending the scope of the drive and increasing its appeal. It has given the industry something to work for and alu'a;lv to a noticeable extent is creating in the minds of in(histry members an optiirristic approach to their job rather than the mood of pessimism which had settled on them (luring post-war years.
One rea.son why this campaign has created a greater measure of co-operation and unity within the industry is because it is regarded as a key to many of the problems with which the business is constantly menaced. At no
CHARMAN
li.'s the enthusiastic l acking of every leadHg ligure.
1< (■ p o r t s reaching London of the COMl'O igaiii/ation suggest that that fine concept lias failed to reach full maturity. Perhaps we '11 this side do not
ippreciate the reasons, but we share the disippointment which its sponsors must feel. I he more so do we, because our own campaign stems largely from it and stands on piecisely the same foundations.
I he active history of the Better Busine-s ampaign dates from early in 1950 when, following articles of my own in the Daily Film Renter, trade leaders realized that the moment was ripe. This feeling was quicklv ippreciated by 20th Century-Fox who sent Charles Einfeld here to make a fighting speech and give an exposition of the aims then being pursued in the U. S. At a trade luncheon, when Einfeld spoke to the most prominent members of every depaitment of the industry, it was immediately decided to bring an organization into being. Through the agency of the Kineinatograph Renters Society (the ditributors) and the Cinematograph Exhibitors' .Association meetings were called and a planning committee set up.
Immediate impetus was given to the organization's aims by the ready offer of MI'.\ members to make available the 12 industry shorts which had already done fine service
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