Movie Makers (Jan-Dec 1952)

76 4,000 AUSSIES CAN'T BE WRONG! How an Australian movie club drew packed houses to establish a world audience record for amateur film screenings ALFRED T. BARTLETT, ACL, President, Queensland Amateur Cine Society DON'T tell me that there is no public interest in good amateur movie shows! Here in Brisbane the Queensland Amateur Cine Society has just completed a four-night stand, screening our Five Best Films of 1951 to over 4,000 paying patrons. An Australian newspaper claims this to be a world record for amateur film shows. I cannot answer for that. But I do know that the prestige and the bank balance of our society were never higher than they are right now! Brisbane, by world standards, is not a large city, although it is Australia's third largest state capital. Its population is 445,000. Its main thoroughfares, as in any other city, are lined with modern theatres and other avenues of amusement. Yet an amateur film show opened in the midst of them and attracted record houses. Perhaps you'd like to know why — so here's the story . . . Until four years ago, our society screened its prize winning films each year to a relatively small group of members and their friends in a small city ballroom. In 1948, however, the standard of the award films in the 16mm. section was very high. So, deciding to place our show before the general public, we engaged the moderately large Albert Hall (capacity 700) for one night and inserted small advertisements in the entertainment columns of the press. Although we were not so much concerned about making money as we were in building the society's prestige, our first public screening showed a nice profit. In addition, we were heartened by the glowing press critiques of the local film reviewers. The following year (1949), we ran the year's prize 16mm. films in the Albert Hall for two nights with even greater success; and in 1950 our "season" was extended to three consecutive nights, with full houses at each showing. Last year, when our three-night season opened in October, it was immediately evident from the heavy bookings that we could not accommodate the crowds. Queues thirty TRY AND FIND A SEAT! Here are but part of the 2000 who iammed Brisbane City Hal for final show by Queensland ACS. A 16mm. arc projector is at top left in balcony yards long lined up outside the hall and literally hundreds were turned away. For, happily, the press movie critics hailed our opening night show with such phrases as "Screen Gems!" and "Among the most charming films ever to come to Brisbane." Even Film Weekly, our theatrical exhibitors' trade journal, gave us a boxed item headed "Amateur Pix Score Turn-Away Biz" and continuing: "Professional showmen in Brisbane rubbed their eyes when they saw hundreds being turned away from a screening of Amateur Films! And the awful sight continued for three nights. "So great was the demand for seats that a repeat show has been arranged for the City Hall, seating 2400." For that is exactly what we did. With audacity, perhaps, we quickly booked a ©ne-night rescreening in the Brisbane City Hall, one of the largest auditoriums in Australia. And to back that up, we ran an intriguing "Public Apology" advertisement in the local papers. You know the sort of thing: "To the many hundreds of people unable to gain admittance to the Albert Hall on Monday, Tuesday and Wednesday nights to view the Five Best Films of 1951, the Queensland Amateur Cine Society offers its sincere regrets. "By widespread public request, one repeat screening will be given in the City Hall on Wednesday, October 24, at the same admission prices . . . This is your Last Chance to see this Programme!" Either the advert — or the programme itself — worked like a charm. We had expected another 500 to 700. But over 2000 showed up! Next morning the success of the City Hall screening was news. A newspaper columnist compared Brisbane's 4000-plus audience with London's 1200 against its population of over 8 million. Two nationwide broadcasting networks interviewed the writer as president of the society on the public interest in amateur films. The society has been deluged since then with inquiries regarding membership. Camera shops everywhere report a lively interest in movie equipment — much of which unfortunately they cannot supply. The only disgruntled members of the community appear to be the theatre managers, who were puzzled at our queues while their houses were only partly filled. How did we do it? The key to success, I feel sure, lies in (a) good programmes, (b) smart publicity, and (c) club-member enthusiasm. These points I elaborate on briefly below. Programmes: The standard of our films at all public screenings has been very good, with audience interest well in evidence. Our members, over recent years, have won the top awards in major contests in most Australian states. The [Continued on page 88]