Boxoffice (Apr-Jun 1937)

TWEVE THODSAND FAMILIES GIVE DATA ON RADIO -FILM HABITS MOTION PICTURE HABITS Total Times Per Cent 1770 Persons go 4 times a month 7080 39.3 758 Persons go 8 times a month 6064 33.7 191 Persons go 12 times a month 2292 12.8 727 Persons go 2 times a month 1454 8.2 39 Persons go 16 times a month 624 3.5 40 Persons go 6 times a month 240 1.33 6 Persons go 18 times a month 108 .61 10 Persons go 10 times a month 100 .55 2 Persons go 14 times a month 28 .01 3,543 17,990 Times 100 Average attendance 5 times per month. Dial Twisting Not Screen Menace, Says Radio Guide Survey Radio deiinitely is a stimulus to motion picture attendance. Confirmed radio fans are, overwhelmingly, also motion picture fans. Air programs featuring motion picture players bring radio listeners to film theatres by a ratio of two and one-half such patrons to one who is not influenced. Those findings were tabulated this week by Radio Guide, weekly fan magazine, as the results of the first comprehensive survey of its kind undertaken since radio broadcasting was considered to have become competition to motion picture theatres. These facts gain increased significance as the radio committee of the Motion picture Theatre Owners of America swings into action to determine what, if anything, can be done “to protect theatres against unfau and destructive competition” from radio, which, according to the exhibitor organization, menaces the entire motion picture industry. The statistics adduced from the returns sent to Radio Guide by its readers have implications sufficient to jolt those within the film industry who have been vociferously protesting radio broadcasting and the use of film stars on the air. Calmer heads have been calling for the facts on which to base practical conclusions. Such authentic data hitherto has been lacking. First Authentic Data Boxoffice, by exclusive arrangement with the publishers of Radio Guide, now is able to present to the motion picture industry the first statistics available on the subject. Breakdowns of the essential Response to Question: “HOW OFTEN DO YOU GO TO THE MOVIES?" Response No. Per Cent 1-2 A MONTH 727 14.3 3-4 A MONTH (once a week) L770 34.7 5-6 A MONTH 40 .8 7-8 A MONTH (twice a week) 758 14.9 9-10 A MONTH 10 .2 11-12 A MONTH (3 times a week) 191 3.9 13-14 A MONTH 2 .0 15-16 A MONTH (four times a week 39 .8 17-18 A MONTH 6 .1 NEVER 195 3.8 NO RESPONSE 214 4.3 OTHERS 1,115 22.2 — — TOTAL 5,067 100 information obtained in the poll are shown in the tables herewith. The only other known survey to determine the influence of radio on boxoffice receipts was made some months ago by the Motion Picture Producers and Distributors of America. Studied were theatre grosses over a period of months in a number of cities to learn whether attendance fluctuation has any relation to evening broadcast hours, with particular attention to programs in which leading Hollywood stars are featured. The factual results of that study, if any, have never been made public. Long Showman’s "Enemy” From the storm of exhibitor protests it would appear that a majority of theatre operators sincerely feel that radio is their “Enemy Number One.” It is one of the traditions that showmen blame a boxoffice slump on a convenient “goat.” In recent years more often than not the plaint has been “radio hurts our boxoffice.” However, the survey among film fans shows that while Mr. and Mrs. John Q. Public may have become decidedly radiominded, at the same time they go to “the movies” and take the kiddies. The controversy raging over the radiofilm issue and the absence of authentic data prompted the publishers of Radio Guide, which goes into a half million homes every week, to find out for themselves just how ether programs affected the motion picture habits of its readers. In a questionnaire published in the issue of February 13, the magazine asked: “How often do you go to the movies?” “Do you make it a practice to attend movies featuring radio stars?” Answers were requested from families. More than 12,000 families — a cross section of typical American homes — filled out and returned the questionnaire. The answers thus are representative of 48,000 persons, on the basis of the accepted average of four persons to a home. To insure accuracy, the replies were tab ulated by the International Business Machines Corp., and the figures were given to Boxoffice as tabulated. The replies showed that confirmed dial twisters attend picture shows on an average of five times a month — more than once a week. Here are the indicated film-going habits : 39.3 per cent go 4 times monthly. 33.7 per cent go 8 times monthly. 12.8 per cent go 12 times monthly. 8.2 per cent go 2 times monthly. 3.5 per cent go 16 times monthly. Only 3.8 per cent of Radio Guide readers said that they never attend motion pictures, and most of these negative voters qualified their answers by explaining that they were unable, for physical reasons, to leave their homes. In answer to the second question, “Do you make it a practice to attend movies featuring radio stars?”, 64 per cent gave answer with a ringing “Yes!”; 25 per cent said “No” and the other 11 per cent failed to answer. Potent Talent Medium The deduction to be gained is that radio, by virtue of its descent on the Hollywood studios and wholesale enlistment of players, is a potent medium for exploiting up-an-coming talent and a powerful channel for sustaining interest in established stars, with direct results at the boxoffice. This probably will deliver an electric shock to thousands of exhibitors. But, says Radio Guide, look at the record. Response to Question: ■DO YOU MAKE IT A PRACTICE TO AT TEND MOVIES STARS?" FEATURING RADIO Response No. Per Cent YES 3,243 64.0 NO 1,279 25.2 NO RESPONSE 545 10.8 TOTAL 5,067 100 6 BOXOFFICE :: April 17, 1937.