Boxoffice (Jul-Sep 1940)

May Seek to Lower Tax on Admissions (Continued from page 10) take the view it would be foolhardy to add new imposts to the already increased scales called for by the amusement tax. John J. O’Connor, head of RKO circuit operations, is of the opinion the federal levy may be responsible for the falling off of business, a circumstance which puzzles him in the face of increased industrial activity. He is conducting a survey at present among all his houses to determine if the defense tax is “hurting” business. “I am not wholly in accord that prices should be raised sporadically; of course, we must try it to prove the results. I think scales could be raised on a permanent basis. But it seems to be that the current tilt because of the defense tax is holding down attendance. So we may be talking through our hats if we again add to the already increased prices.” Another affiliated operator takes the position it is all right to raise admissions on certain attractions but only at first runs, where, he claims, there is a greater “variety” of prices that obtain at neighborhoods. Compares Scales He cites the Rialto and Radio City Music Hall in New York as an example of his view. “The Rialto charges 25 cents in the evening while the Music Hall gets about 90 cents. Their respective scales determine the classification of pictures they show. The Rialto would close in no time if it charged 90 cents for the classification of product it shows. But if the management, by some odd chance, landed a few pictures of the calibre that goes into the Music Hall the house could command and would get a higher price. “However, the exact reverse is the case in the subsequent, neighborhood runs. They invariably maintain a more or less uniform scale, perhaps 35 or 40 cents, usually not varying more than five cents. You can’t expect those operators to suddenly hike their prices 15 or 20 cents for a big picture any more than they could object to patrons asking for a refund of 20 cents if they should take the attitude they sat through a poor picture. “This attitude on the part of distributors to raise prices on specific pictures is undoubtedly the reflection of sales managers who are expected to recoup some of their companies’ foreign losses. It is not the reflection of theatre operators who live with their customers.” One large circuit operator who sees potentialities in hiking scales for special pictures. asserts the great “danger” is the adoption of such a policy with the wrong pictures. He takes exception to the stand ->) Cuts Planned at Fox Found Unnecessary New York — Although Sidney R Kent, president, on his return from the coast several months ago indicated cuts would be made at 20th-Fox, readjustments at the studio have precluded adopting this measure. Home office executives visiting exchanges in the latest Kent drive have informed branch personnel of the readjustments and assured no slashes would take place. REVIEW FLASHES HELL'S CARGO (Film Alliance) — As maritime adventure fare with the emphasis on the international cooperation of naval forces, this is effective fiction for these days. Story has a renegade ship carrying contraband chemicals, which is halted by cooperating officers of three countries. A remake of a French film. SKY MURDER (M-G-M)— There just ain't no stoppin' that Nick Carter. In this third chapter of the series featuring the paper back super sleuth, he takes on the entire fifth column, aided only by his faithful “Beeswax," and, needless to say, the columnists finish second. Although from a story standpoint this one is less acceptable than its two predecessors, action and suspense maintain their established pace and an increase is registered in comedy content. So followers of the popular detective pictures should feel they are getting their money's worth. Frederick Stephani produced; George B. Seitz directed. YOUTH WILL BE SER'VED (20th-Fox)— In which the ebullient talents of Jane Withers are showcased against the background of an NYA training camp for girls down in the southern swamp country. Picturesque scenery and a well staged musical finale make up for story weaknesses and the vehicle will undoubtedly satisfy Withers fans, though some audiences may not find it entirely to their liking. Lucien Hubbard produced; Otto Brower directed. COMPLETE REVIEWS on the above pictures will appear in an early issue. of Joseph Bernhard, Warner circuit general manager, who observes, “If we single out individual productions for price increases, the public is more apt to single out those pictures for increased attendance and let the others go by.” “Bernhard is burning up because he raised prices on the wrong picture. He is probably trying to answer the people who complained about being forced to pay an increase to see ‘The Sea Hawk.’ It is a good film and will get its share of business. but is not deserving of higher prices.” Rathner Says PRC Into "High Gear;" 8 Ready Hollywood — Here to conclude negotiations for talent and authors for the remainder of his program, Harry Rathner, president, said that Producers Releasing Corp. is into “high gear” as a national producing and releasing concern. Rathner said that eight of its 38 features for 1940-41 are completed, and that franchise holders currently are operating in all except two exchange centers. The company will release 20 features, o^’ which three are completed. The trio: “I Take This Oath,” with Joyce Compton and Gordon Jones; “Hold That Woman,” James Dunn and Frances Gifford, and “Marked Men,” Warren Hull and Isabel Jewell. Eighteen westerns also are on the schedule, of which three have been completed. Says Triples' Death Is Up to B&K Chicago — “Day and date with any time B&K finally calls a halt to triples in their few locations still running three features, our competing independent exhibitors will do likewise,” Jack Kirsch, Allied head, told Boxoffice this week. “All B&K has to do is to advise me a day or two before they definitely and finally kill triples and our members will do likewise, ’(fan Nomikos, who operates the Ambassador on triples, will go to duals the same day the B&K Iris does, as will Essaness at their Crown the day B&K stops it completely at the competing Biltmore. However, we do not want any spasmodic renewals of triples anywhere after we once follow suit, and stop duals when B&K does.” “And after all this hullaballoo over dropping triples is over,” Kirsch continued, “we are still ready to go back to singles day and date whenever B&K does.” While B&K over the last weekend had no triple feature programs in any of its theatres, it was stated at B&K that this was no hard and fast policy and that occasional triples at some of the houses might still be used. Six Early Key Cities For "Bagdad" Dates New York — Following a one-day sales meeting here of UA’s district managers and home office executives it was decided to select six key cities for roadshow engagements of “The Thief of Bagdad” before general release. The bookings will provide two daily reserved seat performances at $2.20 top. Home office executives present included Murray Silverstone, Harry Gold, L. J. Schlaifer. Paul Lazarus sr., Lynn Farnol, Arthur Silverstone and Emanuel Silverstone, Alexander Korda’s eastern representative. District managers included Charles Stern, New York; Haskell Masters, Canada; Bert Stern, Cleveland; Hugh Owen, Dallas: Jack Goldhar, Detroit, and Ben Fish, Los Angeles. "American Way" for RKO Again Is Considered New York — Production of “The American Way” by Max Gordon and Harry Goetz for RKO is up again. The producers have revived the plan with interest created by a national defense group. If plans go through as now anticipated, the picture will be put into work the end of November. Gordon and Goetz are mulling over the idea of starring Spencer Tracy if he is available. h Rooney Attracts 66% Of 1st Run Patrons Cleveland — Approximately 150,000 people patronize Cleveland's first runs weekly. This is spread over five houses. Sixty-six per cent of this total, or 99,000 people, turned out to Mickey Rooney at Loew's State, it is calculated. His personal appearance there gave the house its largest attendance record and a $39,000 gross, or $1,000 under Jack Benny's peak of $40,000. Admissions, however, are now lower. ^ 14 BOXOFFICE :: September 21, 1940