The Bioscope (Jul-Sep 1931)

26 THE BIOSCOPE August 26, 1931 TALK OF THE TRADE Exactly !— Circuit De-centralisation Coming ?— Exhibitors Over Their Collars— Flat Rental Come-back— No, No, Ho o !— “ Folies Bergere” on Leicester Square Faraday House, August 26, 1931 Trade Awake to “ Sponsored ” Journalism Spontaneous approval is still rare enough to prove, at times, a source of embarrassment. Therefore, to all those — a surprisingly large number — who have said nice things about last week’s Bioscope leading article, headed, “ Beware Sponsored Journalism,” I merely say " Thanks.” To the few good-natured leg-pullers who have asked what is meant by the words “ Independent ” and " Sponsored,” I return the following illuminating replies from my dictionary : — Independent — Not subordinate — not subject to bias — affording a comfortable livelihood . Sponsor — To promise solemnly for another. They must figure out the rest for themselves. Circuit Breakers Are Circuit Makers For once in a while a policy initiated in Great Britain has been " borrowed ” by one of the principal American theatre chains. Within recent weeks the Gaumont-British P.C.T. circuit has been mapped out into geographical areas, each of which supports its own exploitation and publicity department, besides being answerable to a separate supervisor. The idea evidently is to specialise in various districts and to get right away from the card index principle back to something nearer approximating the close personal touch which represented — and still represents— one of the greatest advantages of the independent showman. Fox Theatres, of America, are also setting up a system of units to be operated as separated entities with the general manager in complete charge of each district. This, I imagine, is carrying the system adopted by the Gaumont circuit still a little further towards complete decentralisation, for the British circuit remains under the direct control of headquarters, though finer details are sifted and settled by the district units. Harry C. Arthur, general manager of the Fox circuit, believes that the new system will set a fresh standard in theatre operation and will result in considerable economies. Every British circuit manager will applaud his statement that " complete responsibility placed on the general manager’s shoulders will engender better conditions in each locality.” British circuit chiefs will probably agree, but with the qualification that they must first be sure that they have the right men for general managers ! Exhibitors Protesting Against U.S. Sales Policy A number of American exhibitors are protesting against the sales policy of certain of the major producers in U.S. A. Meetings have been organised by the M.P.T.O. of Eastern Pennsylvania and Southern Delaware and every exhibitor organisation in the United States has been asked to identify itself with the protest. Both M.-G.-M. and Fox are to be asked to reconsider their policies in relation to sales. The principal objection in the case of Fox is said to be that substitution latitude jeopardises the position of exhibitors, who frequently complain that they are not sure of getting a large percentage of the stars and stories which have originally induced them to sign their contracts. Return to Flat Rentals ? There is also considerable agitation among American exhibitors in favour of a return to flat rentals, though whether this will produce reactions among British exhibitors is very doubtful. In spite of the fact that during the past year percentages have provided exhibitors with their stock grouse, I have met a large number of small men who prefer the share system to the flat rental basis. Presumably these American exhibitors have their reasons and they may agitate if they wish ; so, too, may British exhibitors, though I feel that if there is any agitation on this side.it will be aimed less against the system of percentages than against unfair percentage demands, and, while it might be easy to organise a scrap against an unpopular system which affected all exhibitors alike, it would not be so simple to organise effective opposition where the iniquity, if it existed, affected only a relatively small proportion. I shall probably be told that in Great Britain there is a large and not a small proportion of exhibitors who are struggling under the weight of exorbitant percentages. Well, I shall be glad to hear from them. Oh Yeah ? Warner Brothers are to make a film titled “ The Rich Are Always With Us.” Wall Street propaganda ? No Thanks —Please I During the past week or two invitations have reached me from several exhibitors anxious that I should attend their theatres to hear a certain person possessed of undoubted oratorical eloquence whom they judge to be a stage draw of great public interest. I will not mention names because The Bioscope, having declined to accept paid advertisements in connection with this particular “ stage act,” is in no mood to afford free publicity to the same. I would like to convey to any exhibitor who may have arranged to bill this particular item that if I do not receive such invitations there will be no necessity for me to decline them. The Bioscope would be among the last of the trade papers to urge a policy of persecution, and the person concerned has undoubtedly expunged his offences against the public. All the same, if the time arrives when cinemas have nothing more entertaining to offer the public than the reminiscences of people whose " selling value ” depends upon circumstances of the kind now brought to my mind, it will be time for them to close down. The C.E.A. has offered its members no lead. The Bioscope will continue to do so. No reputable theatre can offer the public such " entertainment.” Stars Gazing I was surprised to find at the gala opening of the Leicester Square Theatre on Friday a large number of British film stars : were they attracted there by disturbing visions of a fading film industry and the rapid revival of live stage shows ? If so they may take heart. For, as Basil Dean said after the show, the inauguration by R.K.O. of a 50-50 film-stage show does not mean that fewer or cheaper films will be shown there. They will, in fact, want still more and better films. Flashes of Folies Bergere That encouraging news must have reassured Margot Grahame, John Stuart, Wm. Freshman, Harold Huth, Elizabeth Allan, Muriel Angelus and the other British film artists who had watched Jack Hulbert’s first attempt to outdo the Folies Bergere without introducing any cheap leg show. I am not exaggerating when I compare the new R.K.O. show with the Folies Bergere because in point of colour, lighting and movement it really invites comparison. And the clever blending of the film and the stage setting which makes a distinctly attractive opening to this new Hulbert show is similar to that exploited in the current Folies Bergere programme. It is clever enough to justify the similarity and is, of course, a novelty as far as this country is concerned. A gauze screen is used for the projection of a film showing a bevy of dancing girls. Behind the screen, moving in rhythm with the picture, are some real girls, and by clever lighting changes the film and stage artists are alternatively predominant until finally the screen rises almost imperceptibly and the real girls step forward as though “ coming to life ” out of the picture. Will R.K.O. Start Vaudeville Boom ? This new policy at the Leicester Square Theatre may very well start off another big boom in cinevariety. It will, in any case, give every other West End house something to think about. At the same time, it would need an Old Moore to forsee public reactions to this new style of cinema bill. For the reason alone that it is a bold and original step R.K.O. deserve encouragement. Tooting Hush-hush I foresee considerable controversy among theatre constructional enthusiasts when the so-called " secret ” of the new Bernstein theatre at Tooting is revealed. Komisarjevsky’s decorative treatment — an attempt to provide jaded cinemagoers with designs that are really fresh — is being carefully veiled behind a screen of mystery (even the workmen are sworn to secrecy) and so worked up into a useful publicity stunt. At the invitation of Cecil Bernstein, I spent several hours inside the Granada a few days ago, and must at least congratulate his company on approaching the question of ornamentation from an unusual angle. The decorations are, to put it mildly, startling, a Gothic architectural form having been subordinated to a highly coloured " fair ground ” treatment. I am unable to say much more without giving away the show completely, but the full story will appear in The Bioscope later. An Essay in Architecture and Lighting As different from the Granada as chalk from cheese is the conception of the Victoria, Cambridge, scheduled to open this week-end. Here, instead of the theatre having been