Boxoffice (Apr-Jun 1937)

BDXDFFIC THE NATIONAI. FILM W E E K L Y P U B L I S H E D IN SEVEN SECTIONAL EDITIONS PUBLISHED WEEKLY BY ASSOCIATED PUBLICATIONS BEN SHLYEN Editor-in-Chief and Publisher WM. G. FORMBY Editor A. L. FINESTONE Associate Editor lESSE SHLYEN Managing Editor ]. HARRY TOLER Modern Theatre Editor J. H. GALLAGHER Director of Advertising Publication Office: 4704 East 9th St., Kansas City. Mo. Phone, Chestnut 7777, Ben Shlyen, Publisher. NEW YORK: 551 Fifth Ave., Joseph H. Gallagher, Mgr. Phone, Vanderbilt 13-7138. CHICAGO: 908 So. Wabash Ave., Calvin Hermer. Mgr. Phone, Webster 2233. HOLLYWOOD: 6404 Hollywood Blvd., Ivan Spear, Mgr. Phone, Gladstone 1186. SECTIONAL OFFICES: BOSTON, 14 Piedmont St.; PITTS(BURGH, 1701 Blvd. of the Allies: CLEVELAND: 12805 Cedar Road; DETROIT, 2425 Cass Ave.; MINNEAPOLIS, 801 Wesley Temple Bldg.; DALLAS, 210 S. Harwood; ATLANTA, 148% Walton St.; SAN FRANCISCO, Golden Gate Bldg. 10c Per Copy. Per Year $2, Foreign $5 Entered as Second Class matter at the Postoffice at Kansas City, Mo., under Act of March 3, 1879. The Forgotten Pictures In a recent bulletin to Loew Theatre mana gers, Oscar Doob, head of the circuit's publicity department, gave some sound advice anent "inbetween" pictures that is worth the interest of all exhibitors. We quote Mr. Doob verbatim: "VVe had an interesting chat "with District Manager Addison today. He brought up a point which we have discussed many times — the effort put forth on "B" pictures. We don't think there is a circuit under the sun which puts forth such universal effort and produces such amazing results as ours. But in most cases we eat, drink and sleep ’Maytime,' 'Ziegfeld,' 'Libeled Lady,' etc., and forget completely those pictures which creep in between. It's human nature to work on the things we LIKE and shun others which are not so appealing, but couldn't we sometimes run a little contrary to precedent and run up some really amazing grosses on one of the little fellows that lacks star power, etc.? It'd be an interesting experiment to stage a sensational campaign on a second-rate picture and see what happens! Remember — all circuits are not as fortunate as ours in regard to product, but they often do an amazingly good job on what they have to work with." There is real food for thought in what Mr. Doob soys. Many "in-between" pictures hove been slighted for too much; enthusiasm has been roused to a high pitch on deserving big pictures, making them bigger hits. The list of hits would be greatly expanded if some of that enthusiasm were put behind the forgotten "in-betweens," many of which, though they contain good selling elements, are just run in and out simply because they are not of Class "A" rating. Motion pictures are perishable merchandise. They cannot be kept on the shelf awaiting a customer's call. They have to be SOLD — in advance of "stocking" and while they are on display— NOW. The public is well-enough informed on the big pictures. But it was little pictures that made this an industry and made possible the bigger ones that are fine prestige builders, contributing to the art of the industry and helping to sell the little ones to exhibitors to keep their doors open and their theatres operating BETWEEN the showings of the big ones. Henry Ford makes a car that lacks many of the qualities and refinements of the Rolls-Royce. But there are millions more of Henry's cars in use and their owners are satisfied with their purchases. The industry produces a few "RollsRoyce" productions each year; but it makes hundreds of the "Ford" type that are designed for mass consumption. But, unlike motor cars that are made precisely to pattern, motion pictures, even though plot, theme and type are alike, have enough variance among them to cause a fairly good percentage to stand out. Selecting the better of these "in-betweens" and giving them extra advertising and promotional attention is just the degree of difference between being a showman and just an exhibitor. It means better dating and taking advantage of the good qualitie.s — the selling qualities — in the average picture. This spells W-O-R-K, but it also spells P-R-O-F-I-T in some places where it has always existed but has never been mined.