Boxoffice (Oct-Dec 1938)

LETTERS (Continued from page 6) ray of sunshine on that score. I don’t question Thurman Arnold’s integrity and honesty of purpose for a moment, but I’m afraid that even if his prosecution is successful, the victory will be an empty one. Frankly, I don’t think that the courts and the anti-trust laws can help the independent single theatre operator much. Anti-trust suits, theatre divorce laws and such will merely have the effect of changing the name of my opposition but not the character. It occurs to me that, if there is a solution, it is by way of state legislation similar to that in force in many states against the chain stores. The plight of the independent is created by chain operation, whether affiliated or independent chains, and it is this phase of the industry which should be regulated. If, by taxation by the various states, it is made uneconomical for a chain to exist as a large scale operator, then the independent theatre market will be truly thrown open. Whereas, for example, the number of stores which have been closed by the A & P because the smaller units can’t stand the chain store tax burden. It is interesting to note that, where the chain stores have closed a unit, an independent store has opened in its place. A single operator could make the store pay without the chain store tax whereas the chain found it uneconomic to operate. It might well be that the whole picture of the present monopoly suit eludes me and if anyone can show me where I’ll benefit by it, I wish you would open your columns for such explanation. If you’ve read this far, I thank you for your patience; if you will print this letter so that a reply might be forthcoming from some authoritative source, I will indeed be grateful. With all good wishes to the continued success of your excellent publication. — JOHN LASTRUN. Editor’s Note — John Lastrun, whose real name is withheld at his request, has Boxoffice’s assurance that, now as always, its columns are open to this and to any other discussion of trade problems. o “THIS IS SPLENDID” Denver — I note with pleasure the publicity you are giving “Movies Are Your Best Entertainment.” This is splendid and I hope you continue to give space to this subject. We have suffered so much during the past year because of internal difficulties in the industry and every radio commentator has blasted the producers on the quality of the product. The pictures are no better or worse than they were a year ago, but we have put that thought in the public’s mind and the only way it can be overcome is by a campaign of this nature.— RICK RICKETSON, Fox InterMountain Theatres, Inc. AN EXHIBITOR SPEAKS Columbia City, Ind. — Here is one that is (Continued from page 6) far. For there are other current practices which they consistently maintain are far more onerous. Overbuying for the one. Unreasonable protection for a second. With nothing but praise which we endow upon Rodgers for his cleancut declaration in writing where it can be forevermore turned to in the event the memory reveals lapses, it is essential to note how the word was received and what the reception indicates. The Allied men displayed unveiled enthusiasm — we read that in BOXOFFICE. There were a couple of dubious fellows who, no doubt, have gotten that way through justification. But, by and large, one might think a new sort of heaven had opened for these men of exhibition, so pleased and so surprised were they at the break which had come their way. It seems to us that, if the reaction turned out to be so definite where the issue is not so life-anddeath-like, how much greater the goodwill and the equity will be when more far-reaching concessions are granted. Also, how pressing the need impresses itself to be that such far-reaching steps are matters of moment. There is a wide variety of reasons why self-regulation has been stumbling for so long a time. Those reasons have been duly reported issue after issue. The effort, reportorially, has been made to point out that a limited number of important executives in sales is aware of the justice in reformation and anxious to see it come about. Not all sales managers, on the other hand, see the issue so clearly as do these first few and that explains why it has been difficult to arrive at an industry program. If it is to be an industry program, all of the old-line companies, not merely some of them, obviously must come to an understanding. The time has arrived when it is largely speculation to forecast how the diligent effort thus far applied will work out. There is the government suit, the industry's prime menace these days. There is the persistence in some quarters to view the general problem through individual company eyes, rather than through broader-gauged industry eyes. These varying points of view must be resolved into the one if an overall program can hope to be evolved. However, the chief proponents of liberalism in exhibitor-distributor relationships are quite firm in their convictions. These men, we are thoroughly sold, are sincere and honest in their enterprise. Believing, as they do, that something should be done, therefore, can easily prove to be not many steps removed from the doing. Not, perhaps, on so wide a scale as it is desirable, but maybe in a narrow sphere and confined to one or two of the large companies on the theory the others will be persuaded to follow in because it would become good business to do so. Writes Ali Gaga — "Aside to Ed Sullivan — I am a constant reader of your column and am duly impressed with the discoveries you have made during your career. "A gentle word of caution, Ed. Lay off the Pacific Ocean. Balboa saw it first." not going to the Wailing Wall with the producers. If they had shown the sense that God endowed them with, they would have come to a liberal cancellation a long time ago. Instead of that, they hedged what little they conceded with restrictions that made it almost impossible to get out from under the “klucks” that they have produced in the last two seasons. I don’t think that there is an exhibitor that wants the government messing in on the cinema business. The Lord knows that they have made a mess of the last six years and what they will do to this business is problematical. If the producer had given an out-andout cancellation of, say 20 per cent, that would have been an out where no one would have been hurt. Now they will spend a lot more than that in lawyer fees. — A. E. HANCOCK, Columbia Theatre. NOW AVAILABLE Gentile, early forties, as district mgr., supervisor or manager. Well versed in stage productions. Formerly 6 years with Keith; 3 years Fox; 3 years large independent circuit. Also managed one of Broadway’s finest downtown theatres. Address MANAGER 4019 218th St., Bayside, L. I., N. Y. BOXOFFICE October 1, 1938 21