Showmen's Trade Review (Oct-Dec 1943)

October 2, 1943 SHOWMEN'S TRADE REVIEW 3 or Debbil Precedent It was only natural, and to be expected, when the consent decree form of selling was introduced into the industry that new sales approaches would come with it. But the same devil that plagued the buying exhibitors before the decree was there in different clothes. We mean, "precedent." Precedent, in case you haven't given the word much thought, is that basis upon which yesterday's film deals become tomorrow's headaches. For a further example: if you never paid over forty per cent and agree to play one super-duper special at 45 or 50, that becomes the "precedent" and thereafter, every time you try to make a deal you are confronted with the fact that you DID pay 45 or 50 for such-and-such a picture and, therefore, you must pay that for this one or that group. The difference between pre-decree and present-day selling is that where you only had a chance to establish one precedent a season with each company, you now have four, five or more chances, by reason of the number of deals per season. When a theatre and a distributor arrive at what is a fair price for film, neither one of them should ask the other to alter the arrangement on which the deal was base^ unless extenuating circumstances are present — an^' do not concede that a single, so-called, outstanding picture should be considered a sufficient reason for changing a buying formula that experience has proved to be fair and equitable to buyer and seller. But if Mr. Exhibitor allows himself to be induced to change the formula by paying a higher percentage or other considerations, then he must make up his mind that from that moment on he has created a "precedent" and he will be asked to buy many other pictures on the higher terms. A ▲ A Going. ..Going.... Whatever did become of all those premiums, giveaways and games that eight out of every ten theatres were using only a few short years ago? Once in a while we hear of a theatre that still is using money night gags, but they are rapidly disappearing from the movie theatre scene. The gags, gadgets and gimmicks all served their purpose and served it well when theatremen, large and small, circuit and independent, had to find some straw to grab at in the frenzy for staying out of the red. But in these boom days in the boom towns, the picture seems to be more than enough to fill the house, while, in the less fortunate spots, the population is just not there to buy tickets regardless of the picture or the gags offered. So, it must be good riddance to bad rubbish and the hope that they will never come back if it can be helped. And it CAN be helped if theatremen will put their faith in showmanship instead of giveaways to attract patronage. AAA Good or Bod? A Film Daily headline this week screamed, "Arbitrators' 'Batting Average' High," and then went on to say via a sub-head: "Only 20 Awards Reversed By Appeal Board in 83 Complaints Submitted." Now we don't claim to be a wizard at figures or batting average percentages, but we do maintain that when local arbitrators' decisions are reversed once in every four times, the batting average is definitely not so hot. AAA The Lighter Side In a certain Variety Club Tent a short time ago we were privileged to listen to some exhibitors who were feeling in good spirits. One of them related the story about Exhibitor Glutz looking so sad and forlorn that a brother exhibitor was prompted to extend sympathy by asking: "What's the matter, Glutz, did your theatre burn down?" To which Glutz immediately brightened up and replied: "No, but it's a hell of a good idea. I'll check on my insurance first thing in the morning." Then a film salesman piped up with the one about how he felt so sorry for a certain exhibitor in his territory that he succeeded in getting permission to adjust the exhibitor's contract downward — but he had to go all the way to Florida to find the poverty-stricken exhib. After which a manager for one of the large circuits revealed that when his boss went down to the Red Cross to donate some blood, all that came out was ice water. Another manager related this experience: At a district meeting the supervisor was taking cracks at one of his managers whose show-selling activities were costing too much money and showing too little results. So he gave the manager this advice (and brother, here is a topnotch cleaning job ... if you recall the original) : Put a glass of orange juice on the desk before planning your campaigns. To which the manager asked if he should drink the orange juice before or after planning the campaign? And the gag line from the supervisor was, "No, instead." —''CHICK" LEWIS