Showmen's Trade Review (Oct-Dec 1949)

©CJ B 214673 SHOWMEN'S TRADE REVIEW, October 15, 1949 5 >] w ;I J Exploratory Stage It looks very much as though the theatremen are taking a realistic approach to the subject of television as a potential ally of the film entertainment they offer on their screens. While others have been speculating as to what the video shows might do to the movie theatres, the exhibitors have been looking over the situation and moving ahead to find out just what this new medium offers as an attraction, rather than merely worrying about what it might mean as a counter-attraction. It will take time and added experience with largescreen video to determine whether there's a way to harness this new dynamic development to the box-ofl&ce. Nothing conclusive could be expected from such limited application of television as has been possible so far. But the spirit to go ahead and find out is there and the theatremen will find out. Among other things, in due course, they will find out whether television can be offered profitably when the program is available for home as well as theatre presentations. How much more, if anything, the public will be willing to pay for a show that combines regular motion picture entertainment with the televised presentation of non-theatrical events, such as big baseball games, horse races, boxing bouts, etc., is another question to be answered. There has been some recent speculation as to whether it will not be necessary for theatres to have some exclusive entertainment or features which may not be seen except in the theatre. That brings things back to some of the opinions we heard very early in the game. But if such proves to be the case, this phase of the job is one that motion picture men are better equipped to develop and conduct than those in any other branch of show business. Meanwhile, it appears that a far more sane attitude is being taken by theatremen than was possible when the stampede for sound hit the industry in the late 'Twenties. That scramble cost the theatre industry uncounted thousands of dollars for equipment which rapidly became obsolete and which failed to pay its freight in attraction value while product capable of measuring up to standard was being developed. It's right cheering to observe this reahstic approach to theatre television. The big theatre outfits are doing the pioneering. They deserve the thanks of the entire exhibitor body for their enterprise and their willingness to undertake costs in experimenting with the medium. rutting p. R. to Work As remarked several times recently in this corner, the theatremen are going ahead with practical application of public relations programs while the industry as a whole comes to grips with the over-all aspect of setting up a general program for united-front effort to improve the public's understanding of motion picture business and what it means to the public and the welfare of the country. Last week we gave full coverage to an area-wide job of selling the industry to sell theatre tickets in Baltimore. This excellent campaign, backed with hard cash and a great spirit of cooperation among exhibitors of the Baltimore area, should be applauded by producers and distributors, actors, writers and directors, as well as by theatremen who cannot help but find in it both inspiration and material for better showmanship. The Allied Convention Exhibitor conventions should mean more to the individual theatreman, whether active in membership or not, than at any time in the past. We have always been a rooter for big attendance at these annual meets, and we take the opportunity to issue a reminder that Allied is holding its annual meet — a Twenty-First Birthday Celebration event, is the proper billing — in Minneapolis October 24, 2 5, 26. Aside from the benefits of contacts with fellow businessmen vv^ith mutual problems, the convention will provide discussion of important subjects. It also will provide opportunity to hear speakers for some of the film companies. And, from an industry-wide viewpoint, it will afford opportunity to hear Ned Depinet's dynamic summation and informative exposition of the plan for an All-Industry Public Relations program. A-T-M On the regional front, another important exhibitor gathering takes place this month, for the MPTO of Arkansas-Tennessee-Mississippi are meeting in Memphis next week for an annual convention of one of the most progressive and alert local organizations in the country. President William F. Rufiin, Jr., will preside at the opening of the convention next Monday. —CHICK LEWIS _ „ .T^r ■r.T-i-TT-iiT T 1 J T j„ -Nr,,!, ■p^n-;c*or»ri TT <; Patpnt Office Published everv Fridav bv Showmen'? Trade Review. Inc.. 1501 BroadwaT. SHOWMEN'S TRADE REVIEW Title and Trade Mark Registered U S. Patent ^tftce. ruD ^ Kennedv'. Executive Editor: Ralph Cokain. Managins Editor; Mew York 18. N. \ . Telephone, LOngacre 3-0121^ Charles K ^E^uipment Advertising M West Coast Office. 6777 Hollywood Boulevard. Hollywood 28 California Son'e HoT,ywo"or20^t;^^r^^e:;uf^Mana1:r^f telephone AMbassador 3601. Mexnbex Audit Bureau of Circulation. Address all correspondence to the New York office. Cable address. Sjhowmen s New yorK.