Boxoffice (Apr-Jun 1937)

Government Films Winning Heavg Plaging Time on Nation's Screens Major Chains Censured for Failure to Follow Independents' Lead By A. L. Finestone New York — Describing the production, distribution and exhibition of government films “on an unprecedented peace time scale,’’ Louis Resnick, director of public information for the federal social security board, this week said that a total of 200,000,000 theatregoers in the United States have seen the four pictures on social security released within the last few months. On the basis of 50,000,000 viewers for each of the film made to date. Resnick declared this was the largest circulation ever given government motion pictures. All Get Good Play Three of the subjects, expository in nature and running three minutes each, have been shown in 8,000 theatres, while the fourth, an 11-minute subject titled “Today’s Frontier,’’ has been booked by 11,000 theatres and is currently being exhibited around the country. Resnick said. "This is an excellent demonstration of the cooperation extended to the government by the motion picture theatres in a country in which the government has no control over films or other media of expression." he observed. This response, he said, was equalled only during the world war, when the nation's theatres projected government films as a patriotic duty. “We were faced with a tremendous task which we had to perform in a hurry,” Resnick related. “In the course of a few short weeks we had to acquaint the 26,000,000 persons eligible for social security how it operates, how it directly affects them and how it may become available to them. “Too, we had to overcome a mass of misinformation and misinterpretation which in great measure was due to last fall’s political campaign in which social security was no little issue.” Heavy Exploitation Job Accordingly, Resnick undertook one of the greatest public relations jobs in history. “We resorted to the four mediums usually employed in publicity — newspapers, radio, motion pictures and printer’s ink,” he said. “And the greatest of these is motion pictures.” Resnick censured the affiliated circuits for their refusal to show the social security pictures, and said that their exhibition has been limited to independent theatres, chiefly in the small town, neighborhood and subsequent run categories. Newsreel theatres, he said, were eager to show them. The Hays office. Resnick continued, has taken the stand that “all government films are propaganda." He said that this information was conveyed when the social security board sought to have the first film shown in Gov't Film Lab Idea Reported Dropped Washington, D. C. — That the government has dropped the idea of establishing a federal motion picture laboratory to consolidate all government motion pictures was indicated here Tuesday following a survey at NatioTial Archives where it was stated various government bureaus prefer to work independently on film problems. Meanwhile, Congressman Maverick of Texas, author of the federal motion picture laboratory idea, has indicated no desire to press the matter this session on capitol hill. the large affiliated circuits and that the three subsequent pictures have not been offered to the theatre chains. A spokesman for the Hays office, however, declared that it has no authority whatsoever to direct its members’ theatres to show any film, that this is a matter for the individual companies to decide for themselves. Similar complaint about the Hays office was made some time ago by Pare Lorentz, who produced “The Plow That Broke the Plains” for Professor Tugwell’s Resettlement Administration. The fact is, according to the Hays association, that Lorentz did not submit his picture to that organization but that the film was rejected by an executive of a major distributing company to whom it had been referred for a possible distribution tieup. RA’s picture subsequently was shown in thousands of independent theatres throughout the country, many booking repeat dates. “A Hopeful Message” Resnick went on that when the first social security film was shown in the Trans-Lux Theatre on New York’s Broadway, the audience cheered, “not because the subject was well made, because it wasn’t, but because it brought the public a hopeful message.” He said that distribution of the films was through the social security board’s 12 regional offices, exhibitors indicating on a return postcard if they were interested. To supply the large demand, 2,500 prints were made of the first subject, 1,500 of the next two and 500 of “Today’s Frontiers,” the film now current. The prints are supplied gratis to theatres. Critics Like “Frontiers “Today’s Frontiers” is considered by critics to have marked pictorial value and worthy of a place on theatre screens from an audience standpoint. The social security board is to make a check over two weeks in theatres in 125 cities to obtain audience reaction to this film, according to Resnick. The newsreels, too, have been generous with sequences devoted to explaining the operations of social security, he said, particularly during the government’s campaign to have the 26,000,000 eligibles registered, this representing more than half of the country’s employed population. Distribution of the series has been confined to theatres, but the social security board now plans to make the films available also to non-theatrical groups. Resnick declared. Data on Cost He gave the cost of producing and distributing the four films to date as between $50,000 and $60,000. Frederic Ullman jr., production manager for Pathe News, which obtained the government contract for the series, said that the actual production cost was “under $15,000.” The balance, it was indicated, was devoted to processing positive prints, advertising and distribution. Pathe News has been the successful bidder for the production of the majority of films released by governmental bureaus, including a number for the WPA. Ullman estimated that Pathe News’ various government contracts would total $100,000. MINIMUM WAGE LAW NO FILM TRADE BLOW Albany — The Fischel bill, which Governor Lehman signed this week, providing for the establishment of minimum wages for women and children, is not expected to materially affect film theatre or home office personnel. A board of six will administer the law according to locality, and on the basis of prevailing wage scales and hours in effect locally, little if any change is anticipated. Bernard J. Moran has amended his assembly bill taxing motion picture film from one mill to five mills, or one-half cent a foot. The bill is in the rules committee. Representatives of major companies met this week to discuss the advisability of requesting Governor Lehman to call a public hearing before he signs a bill legalizing dog racing. Exhibitor interests are opposed to the bill in that it would create an undesirable form of competition. RA Release Delay Washington — Release date for the Resettlement Administration’s new picture, as yet not named, has been delayed for another month, it was revealed here this week, due to inability to obtain the proper footage. The new film is expected to be about as long as “The Plow That Broke the Plains,” and instead of treating on the drought situation will take up the necessity of flood control. 16 BOXOFFICE :: May 1, 1937.