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"BE ON AVERAGE SHOWS, ORDERS MR. KATZ
| Exploding a bombshell of cold business logic which dispelled any complacency that might exist among Publix showmen, President Katz devoted almost the entire : discussion period of his Executive Cabinet meeting last week to a stern and definite :
demand for vigorous sales-campaigns for “average program pictures.” His statement came following a survey of weekly box office reports throughout the circuit, for the month of September. .
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“The profits that I see reported for giant-pictures are as they should be. However, the credit belongs to the attraction. When I see a report of this kind accompanied by vigorous campaigns for such pictures as “Dance of Life,’”? Moran & Mack’s “Why Bring That Up?” J olson’s “Say It With Songs,” “Cockeyed ‘World” and other sure-fire hit-attractions of similar magr why the same vigor is not Papp ied to the selling. of Average pictures.
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“Big attractions would make profits i in atent. Attra etions like those are always sold by word of mouth advertising and
routine sales methods.
“7 WANT EXCEPTIONAL CAMPAIGNS PUT BEHIND OUR AVERAGE ATTRACTIONS.
“Tt is the success or failure of our AVERAGE ATTRACTIONS that means success or failure in this business. © Each theatre must regard as its keystone problem, ‘the problem of showing an equitable profit from our average merchandise. It. would be strange indeed if exceptional pictures failed to reach exceptional profits. It would be an i dustrial calamity if Wie permitted our average pictures to lose money, because nearly two-thirds of all product made by
all studios, is ‘average.’
; “We have the first sele entertainment. It is true that frequently attra
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ction of the good product:that is made. Our average attraction is splendid, high-grade |
ctions come along that are outstandingly powerful in appeal, but no theatre ) can hope to get enough of such attractions as to be enabled to offer a new one, week after week. Even if sucha thing could | happen; then these outstanding super-hits would become commonplace, and we’d have the spectacle of certain showmen failing to properly encourage patronage for what they’d call anew, ‘the average exceptional-attractions.’
s that produce exceptional profits. But we need mast, the strongest kind of showmanship and
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“We need these exceptiona tractions, and I will ed
Selling support for our average at ut of each fifty-two, Four Marx Brothers,
) (Fast Company’ and others will gross exceptional profits if they are sold properly to the public in i | i
“For about thirty weeks 0 our theatres offer mighty fine entertainment which does not include giant attractions like eS and similar shows. It is on these thirty weeks that our story for the whole year is told.
Jolson, Lloyd, Moran & Mack,
“Pictures like aune Lady Lies, an exceptional manner. .
“I INSIST THAT THIS BE DONE. ig