Motion Picture Herald (Oct-Dec 1956)

MOTION PICTURE HERALD MARTIN QUIGLEY, Editor -in-Cbie] and Publisher Vol. 205, No. 2 MARTIN QUIGLEY, ]R., Editor October 13, 1956 Abuses of Bidding FROM the very first time bids were asked on a picture down to the present there have been many complaints about alleged abuses. Most of the criticism has come from exhibitors who felt that for one reason or another they were not receiving equal treatment with their competitors. The distributors for their part have surrounded bidding procedures with as many reasonable safeguards as possible in order to insure that their customers all get a fair deal. There have been some charges in the past that bidding has been abused; that it has been imposed without necessity and that it has created booking uncertainties that interfere with proper local advertising. However, little attention has been given to what may prove to be the most serious problem connected with bidding, namely that it often results in the best pictures playing mediocre theatres. This is something that needs careful studying, situation by situation. In these days, when there is so much competition for the public’s leisure time, motion pictures need to be presented in the best possible circumstances. An outstanding theatre operator has written inviting attention to the problem in these words: “Under present bidding terms, a fine theatre located in a convenient location, properly staffed, with perfect air conditioning, luxurious seats, ample capacity, plenty of parking facilities — in fact everything necessary for the patrons’ enjoyment of motion pictures — does not stand much chance of obtaining the outstanding pictures. “These so-called ‘block busters’ are usually awarded on the basis of the dollar film rental bid alone. In other words, a small low-cost theatre usually obtains the picture under competitive bidding. “I’m sure that the industry has lost a lot of revenue because the local public, who knows their theatres, pass up good product thinking that ‘The picture can’t be much if it’s played in that theatre.’ By the same token, the public will soon be re-educated to the fact that the better pictures don’t play in the better theatres. It’s a sad day for our industry when the public comes to expect part of their experience with it to be shoddy — either the play or the playhouse.” The condition cited by this exhibitor is one that easily results where terms are such that the theatre owner cannot maintain a first class operation. Just how much leeway a distributor has in accepting bids is a matter for the lawyers, and perhaps the courts, to decide. The simplest procedure, of course, is to accept the highest bid, irrespective of the type of theatres involved. Whether this is the best policy for the distributor or the industry as a whole may be debatable. In general the strong box office attractions should play first in the finest theatres. Certainly in these times of relative product shortage the good theatres need all the good pictures they can get. Outstanding pictures likewise may be expected to benefit by being shown in the most comfortable surroundings. No film rental deal which deprives a theatre of necessary maintenance and operation funds is a good deal for a distributor or an exhibitor. The industry cannot survive without well-equipped theatres. Bests of All Time A MORE forceful demonstration of the vitality of the motion picture industry was the presentation for ■ trade review within a period of five weeks of three magnificent attractions: “Giant,” “The Ten Commandments” and “War and Peace.” Each of these multi-million dollar productions was made expressly for theatrical audiences of today, tomorrow and the years ahead. None of them would be anything but a pale shadow of themselves in a home television presentation. They are for the theatres and theatres alone into the indefinite future. A lively topic of conversation among critics, within and without the industry, who have seen these three “super block buster” attractions, is the relative rank of each. Interestingly enough there is a wide diversity of opinion, based on individual, personal preferences and tastes. On the other hand, and much more important, there is complete unanimity on the fact that each of these three great pictures should rank within the first ten top grossing films of all time. It is remarkable that within a period of little more than a month there should be screened three motion pictures destined to rank in the first ten grossers of the whole sixty years of the theatrical film industry. If anyone needed proof that “movies are better than ever,” here it is. It is a safe prediction that more people will see — in theatres — in the next few years (and pay more money to do so) “Giant,” “The Ten Commandments” and “War and Peace” than any other three pictures ever made. Despite whatever problems an industry can have, it certainly is indestructible when it produces theatrical attractions of prime magnitude. Quotable quote: “Methods may become obsolete — good ideas never grow old,” a basic engineering principle and one with wide applications in all branches of the motion picture industry. — Martin Ouigley, Jr.