Boxoffice (Jan-Mar 1941)

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Demand Proof on Non-Theatricals New York — Warner’s answer to Allied’s charge of offering recent releases for nontheatrical showings in competition with independent subsequent exhibitors is a blanket denial that there is any conflict in bookings, coupled with the challenge that Allied produce an instance to substantiate its claims. Allied, in a recent bulletin, stated Warner has issued an advertising folder “that constitutes the most flagrant disregard for the welfare of the exhibitors that has yet come to our attention. It offers recent releases of feature pictures on 35 mm. film for performances by clubs, lodges, churches, etc. The folder assures these potential customers that projectors and sound apparatus are available. The films listed in the folder included some that had not yet reached the subsequent runs in Pittsburgh.” A Warner spokesman ridiculed the allegations this way: “The booklet we sent out is the same one we have been sending out for the past 10 years, except that the titles of pictures are brought up to date. Secondly, there is positively no mention of anything that has to do with the obtainment of equipment for showing these films. Check Competition “State institutions and other such organizations are the only ones that are solicited and we make it very clear they must not be in competition with our regular accounts. The booklet states potential customers must advise our branch managers where the screening is to take place, the approximate size of the audience and the price of admission. Our branch managers must be satisfied these showings will not conflict with our regular customers.” This spokesman also claims the films listed for rental by the institutions are, as a rule, at least two seasons old, citing “The Fighting 69th,” “The Old Maid,” and “My Love Came Back” as examples. He also enumerated a list of short subjects, that upon checking, turned out to be 18 to 24 months old from original date of national release. In the latter respect, this source declares a number of requests for rental of patriotic two-reelers of a few seasons back were rejected because of the popularity of subjects of a similar theme of current vintage now in release at theatres. “Let’s assume,” the spokesman added, “that a fairly recent film was listed as available to these non-theatrical customers. On the face of it Allied should know we would not consciously jeopardize our normal, 52-week a year customer if there is one in that area. Every one of our nontheatrical bookings is bonafide and above board.” Joins Army Picture Service Albany — John Babbitt, assistant booker at RKO, has resigned to take a job under Tommy Martell in the U. S. Army Motion Picture Service, New York. He succeeds Lee Beecher, transferred to Boston. See Extension of Agency Efforts to Crash Trade New York — The demonstration of a new theatre game is seen by observers as further evidence of the extension of efforts on the part of advertising agencies to crash the desirable theatre market. Aside from that obvious fact, plus the noticeable and substantial production effort behind the subject, the screening of one of a series of Minute Mysteries by Roy Post and Austin Ripley for the benefit of the William Esty & Co. advertising agency, which handles Camel cigarettes, carries little news value to exhibitors who are aware of the trend. In the background is said to be Jam Handy, which is no small factor in the development, production and distribution of commercial product. It is to be admitted the company is utilizing a new and spirited approach in the new series. Rather than have the footage carry an outright or subtle plug for a given product. Minute Mysteries is straightforward drama which lasts about 60 seconds, plus about eight more for an introduction trailer. The audience is given cards with 15 “Yes” and “No” spaces to be torn out after it has seen the reel. The idea is to see how many questions can be correctly answered in connection with the action that took place in the subject. The reels, plus all material necessary for operation of the game, would go to exhibitors gratis. The plug for the advertiser comes in via the credit on the title, plus using the name in lobby posters, advertising and theatre programs. Prizes would be at the discretion of the theatre. — L. W. Financing Negotiations Bring Johnston East New York — W. Ray Johnston’s trip east from the coast is understood to be in regard to new financing negotiations for Monogram. There will be no numerical change in the program for 1941-42, 26 features and 16 westerns again prevailing. It is planned to hold the annual sales meeting of franchise holders on the coast sometime in April. Trem Carr, vice-president of Monogram, is in the east on financing. It is reported the studio is after $250,000 which will in all probability be forthcoming from Pathe, which has been financing the company over the years. Both Carr and Johnston are due on the coast in a few weeks. Jack Reiger Produces Stereoscopic Reel New York — Jack Reiger, producer of fight pictures, has completed production on a one reel third dimensional stereoscopic short called “Stereo Laughs” which will be released within two weeks. The film cost $20,000 and has a commercial tieup with the makers of the colored glasses through which the picture is seen. Cleveland Operation A Test by Brandt Cleveland — Acquisition of the Lake, formerly operated jointly by Warner and RKO in a pooling arrangement, by Harry Brandt and his nephew, Marty Levine of New York, is for a minimum of six weeks and a maximum of two months. The pool which operated found the $400 weekly projection booth cost too much and therefore had the house closed 40 weeks out of the year. Brandt is experimenting with the theatre with a policy current at the Central in New York where “Virgin Bride,” a non-Hays approved picture with Danielle Darrieux, and “School for Husbands” with Rex Harrison are double featured. Brandt is expected to book in “Night Train” later and then pencil in some of the English pictures he is distributing through Alliance Films of America. Oscar Morgan Rounding Out Paramount Staff New York — Rounding out his staff under the new shorts subject activities at Paramount, Oscar A. Morgan has appointed Monroe R. Goodman, who was associated with Morgan in the southern division for several years, as his assistant, and Manny Reiner has been named publicity and advertising manager for the department. Reiner has been identified with Warner, M-G-M, Monogram and lately publicity director for the “Quiz Kids,” which Paramount is using for a series of shorts. New In-Car Loudspeaker For Drive-Ins by RCA Camden — RCA Photophone has developed a new in-car loudspeaker for drivein theatres that hangs inside the door of the car and connects by means of a 15foot heavy weatherproof cable to the plugin receptacles of the theatre’s loudspeaker system. An important feature of the new unit is said to be a volume control located atop the speaker housing. Overall diameter of the speaker housing is eight inches with a depth of five. "This Is England" With Murrow to Columbia New York — “This Is England,” a short in which Edward Murrow, CBS correspondent in London, does the narration, will be released here by Columbia, using the sales model drawn by Warner for “So This Is London.” Harry Hopkins, the President’s special envoy, brought the print with him. Graff Installs Sound Angola, N. Y. — S. J. Graff has new booth equipment, including RCA sound, at the New Angola. 20-D BOXOFFICE :: February 22, 1941