Film and TV Technician (1957)

70 FILM & TV TECHNICIAN May 1957 THE SHAPE OF THINGS TO COME? JOHN DAVIS SPEECH TO EXHIBITORS A CALL for the rationalisation of the British Film Industry was made ' * by Mr. John Davis, Managing Director of the J. Arthur Rank Organisation, at the summer conference of the Cinematograph Exhibitors' Association earlier this month. Among the questions which he reviewed were the shrinking supply of Hollywood films, the advantages to the Industry of a European Common Market, contraction in the number of cinemas operating, and the need for drastic overhaul of methods of distribution. He also stressed the need for a combined trade organisation representing all sides of the Industry. In view of the importance of these proposals to all workers in the industry we print below an extended summary of Mr. Davis's speech on which we also comment editorially on page 67. Mr. Davis took as his text an article in the Financial Times in which the following statement appeared : " The Cinema Industry is having to adapt itself to a situation in which it has lost its monopoly of mass-produced visual entertainment. Recent experience has shown that the right sort of film can still attract capacity crowds, but the time has gone when people will watch indifferent performances to pass the time. The adjustment to the new situation must be painful; there may have to be better programmes, and the trend towards elimination of the smaller marginal cinemas may continue. But once the readjustment is over, there is no reason why cinemas should not take their place as a permanent and profitable part of the entertainment world." Cold Economic Winds How many, Mr. Davis asked, are prepared to face the facts and readjust not only methods of operation of the individual, but in addition, participate in changes which must take place in the operation of the industry as a whole? At least until a year or so ago, Mr. Davis went on, the Industry was very prosperous. A prosperous industry was vulnerable since it was often reluctant to face up to facts. " It is the cold economic winds which ultimately force an industry to re-adapt itself. These conditions have been with us for some years, but many people have tried to avoid facing the issue — until now when they can avoid it no longer." Entertainments Tax relief was not the solution to many of the Industry's problems. However unpleasant it might be, he held the view that no final solution to these problems would have been found if a much larger amount of relief had been granted this year. Move from Hollywood Reviewing the changing pattern of the Industry Mr. Davis said he believed a situation was developing as a result of which the main source of production would move from Hollywood. The trend of film production in the United States over the last year or so had shown a material change aggravated by financial battles for control of some of the great corporations. An industry in difficulties did not easily attract new money and new brains, both of which were needed in great quantities. " In my view," Mr. Davis said, " we are going to be faced with an American product shortage for some considerable time, if not for good. Strong Home Industry " At home a strong production industry will be permanently developed, making films of high entertainment value with an eye on both domestic and world markets. Entertainment supply will become more and more on a global basis, and if our producers grab the opportunity British Production will play an increasingly important part in the world." This would envisage a consider able portion of programmes being made up of foreign language films which had been subsequently dubbed into English. In the past the huge supply of American films had made it possible to avoid the necessity of looking for the best of the European and South American product but now the smaller Hollywood supply provided the opportunity for foreign language producers to extend their activities in this country. They must do much to help themselves and not expect British interests to do all their work for them. European Common Market " This is the opportunity for theatre owners to exploit these films and assist in securing for all films an international audience, at the same time increasing the supply of films on which the exhibitor can draw." Mr. Davis said that this raised the issue of the European Common Market which he believed would be in the long-term interests of this country. From the standpoint of a film producer the European Common Market would give the opportunity of securing a basic market of a size comparable with that of the American domestic market. This would give producers in this country and overseas the opportunity of producing films of broader appeal with an eye to the big, basic domestic market. In this way one of the producer's problems, the problem of the small domestic market, should be removed and better films in greater numbers should flow from such a development. Reciprocating Quota " This development ", Mr. Davis added, " will create a situation which may horrify you, the thought that there would have to be a quota for films, not just British films, but European films covering the countries of the European Common Market. Let us be under no delusion, reciprocating quotas must be granted in the Common Market for British films." Mr. Davis then went on to discuss the possibilities of largescreen television. Scientists were already talking about world television networks operating in the next ten years. " We must organise ourselves ", Mr. Davis said, " so that we participate in these new developments. European and world networks with large screens certainly open up new sources of supply of entertainment and new