Showmen's Trade Review (Oct-Dec 1941)

October 11, 1941 SHOWMEN'S TRADE REVIEW Page 5 Higher Admission Scale With costs mounting in every phase of theatre operation and an outlook of greater increases to come, we cannot see how theatres can continue in business unless they institute at least small increases in admission scales. We know all of the familiar arguments against price increases, but the fact remains that many of those arguments cannot prevail against steadily rising costs. The matter of increases must be strictly one of local decision. In some localities a five-cent advance might be possible with little or no opposition, while in other spots, conditions being carefully considered, an even higher increase may be successfully applied. In every instance a sensible announcement would be sufficient to sell the new scales. People generally are well aware of rising costs — in fact, they are paying more for most everything they buy. Why then, should they resent slight rises in the cost of their movie entertainment? We cannot urge too strongly the necessity for giving this subject immediate and serious consideration. Where more than one exhibitor operates in a territory, all should sit down together and work out their changed admission prices so as to avoid conflict or cut-throat competition. ▼ T T Selznick And U.A. With the signing of David O. Selznick, United Artists acquires a powerful new factor and a product source that will loom large and important when the UA program is viewed as a whole. That such would be the result of this latest UA development is the inevitable effect of Selznick's brilliant record as a producer. Regardless of whether the Selznick product is regarded as separate from that of other producers on the company's roster, the Selznick name and what it stands for in entertainment is certain to mean much to UA's customers. The UA-Selznick alliance was long in the making, but now that it has been signed and sealed, the significance and importance of the event stands out impressively. Here's hoping that DOS maintains his magnificent record for outstanding screen productions. T ▼ T That Durbin Picture What more any theatreman or his patrons could ask for in the way of solid, thoroughly enjoyable entertainment, than is offered through "It Started With Eve," we do not know. Here you have an extremely happy combination of two grand players ably supported by a competent cast, plus superb direction, that will hold its audiences every second of its ninety minutes running time. The theatreman who fails to sell this show to his community might well be charged with a murder at the box office. It should be sold with a view of attracting every potential customer away from the radio and fireside for a thorough treat in screen-fare. Sell it and reap a harvest of dollars and good will. T T T Fewer And Better The announcement from Warner Studios that eight low-budget productions had been dropped from the schedule simply bears out what this page stated on many occasions during the first six months of the year when we maintained that consent decree selling eventually would result in curtailment of pictures of questionable box-office strength. Whether glorified through announcements or just done without a fanfare of trumpets, it was plainly inevitable that other companies would or will do likewise. The net result is going to be a far higher quality of product and with it a reduction in the total number of pictures for distribution by the five participating companies. This, in turn, may bring about a far-reaching increase in single feature shows. Thus, before the season is over you may see many dyed-in-the-wool double feature theatres presenting a certain proportion of single bill programs fortified by a fine supporting array of good short subjects. Nothing more welcome could happen for the industry as a whole or the theatres in particular than a gradual and eventual elimination of double bills. Such an eventuality would result in a substantial increase in theatre attendance, because those who see the good single bills will come back for another show lots quicker than statistics indicate they are doing now. There are plenty of fine pictures now released or due for early availabilities, and smart theatremen desirous of cutting away from over-buying to quench the thirst for double bills will be able to buy, book and merchandise shows a lot more intelligently and profitably than before. As has often been stated here, peak business will never return until the bulk of our theatres return to common-sense, single shows of the better product. And this is not just one man's opinion, but the considered conviction of many of our most successful exhibitors. —"CHICK" LEWIS