Boxoffice (Oct-Dec 1939)

"MAKE FEWER PICTURES, MAKE THEM BETTER," IS OBOE NOTE IN REACTIONS FROM MAJORIH Point to Necessity for ^^Sound, Constructive, ” But Not Uninterrupted Flow Of Quality Fare PlCLCtiCCLhlB, Says Columbus (Continued from page 5) do play it, our grosses are cut down to a fifth or a tenth, which means a correspondingly smaller return for the distributor. New Orleans Likes Idea, But Worries About Investments New Orleans — Speaking as individuals, but practically as a unit, New Orleans exhibitors heartily endorse the idea of extended playing time, but ask “What of our investments? We have many thousands of dollars invested in leases and property. Why should we run a film two or three weeks when the patronage will not stand up under the strain? It is a noticeable fact that, in many cases, a seven day run from 10:45 a. m. till 10:30 p. m. shows a decrease in attendance in the last two days except on extraordinary occasions. When a film demands a two week rim, it is held.” Boiled down to a single sentence the angle here is: “Why cut our business for someone else? We are using all the product we can. If we let someone else not familiar with the local situation dictate the length of time a film will run — when we know that the public will not patronize— then we might as well make application to the WPA, close our doors and tmm the theatre into a drive-in parking lot. We are willing to cooperate to the fullest extent with producers, but charity begins at home.” Some Nee(i Extensions; Some Can't Handle, Says Albany Albany — Joseph M. Schenck’s statement, as president of the Motion Picture Producers’ Ass’n, on an extension of playing time and for the display of greater showmanship by exhibitors to insure a return to producers that will compensate them for decreased revenue in war-affected foreign markets, meets with a varying reaction here. There are some first runs outside Albany where playing time could be extended, in the opinion of competent observers. This is also stated to be true of certain second runs. However, the proviso is added that the pictures held must be potent boxoffice. Informants declare that a general extension of runs, small towns included, must be predicated upon the release of more “big” features. Better exploitation would help, but it is claimed the picture-going public is often smart enough to detect the forcing of a run. Independents in cities like Albany, Schenectady and Troy would be hardest hit by extension of runs, it is said. Even Columbus, Ohio — It won’t work. Not as Joseph M. Schenck and his plan for extended playing time would have it, at any rate. This is what local exhibitors think. Generally, the idea is viewed as sound and constructive, but not practicable. P. J. Wood, secretary of the Ohio ITO, for instance, believes this: "I am in full afford with the cormnent of Joe Schenck that good pictures should be given extra playing time, but how can this be done when the average exhibitor has made commitments to play or pay for a considerable number of inferior pictures that he is forced to buy under the block under present conditions, they are weeks — independents say months — behind the first runs. Sharp Difference Registered In Los Angeles Area Los Angeles — Following their usual bent, southern California showmen registered a sharp difference of opinion as to the soundness of the recent and widely-publicized opinion of Joseph M. Schenck, 20th Century-Fox executive, to the effect that much of the burden of war-imposed industry problems must of necessity fall on the shoulders of exhibitors. The majority, however, apparently were inclined to agree with the Schenck suggestion. Spokesmen for Charles P. Skouras. Fox West Coast president, pointed out that the circuit’s view on the question had been expressed several days prior to the announcement of Schenck’s theory in a letter which Skouras had addressed to Darryl F. Zanuck and in which he stressed in reference to a recently released Fox picture, the advisability of extended playing time “because our entire organization has a full realization of the problem confronting the production end of the indus Up to the Film, He Says New York — A buyer-booker for an independent circuit of 10 theatres in these parts, in answer to Joseph M. Schenck's plea for extended playing time, says; "It all depends on the picture. An exhibitor would be a damned fool if he didn’t hold the big pictures as long as the grosses keep up." booking system that now prevails in the industry? ‘“rhe solution, it seems to me, is for the producers to turn out fewer acknowledged ‘B’ pictures and spend the time and money wasted in producing such features on those pictures of quality which it is believed will warrant additional playing time. “Just as long as Hollywood turns out product to meet quotas of 40 or 50 or 60 features per annum, just so long will the better pictures suffer by not being given the playing time they deserve.” try through the loss of substantial European revenue.” Continuing, Skouras stated in part, “I am sure every intelligent and far-sighted exhibitor appreciates the problem, and it behooves all of us to lend cooperation to the studios upon whom we in turn depend for success . . . Such pictures are the very backbone of our business, and through the proper treatment of them — whether yours or any other producer’s — we are automatically helping the studios to offset the loss of their European business by obtaining additional revenue in this country. Our good common sense tells us that ‘big pictures’ can only be produced if we exhibitors return sufficient revenue to the studios to make them possible.” Opposition Voiced Coming out in opposition were: Seth Perkins, president of Allied States, local chapter, and operator of the SanVal Drive-In Theatre in Burbank: “If the producer were to make better pictures, so we theatremen could run single bills, exhibitors would have an opportunity to exploit them. ’There is no chance to exert showmanship under the dual-bill system.” Al Galston, member of the executive committee. Independent Theatre Owners of So. Calif, and Ariz., and operator of the Center and Marcal theatres: “I agree with Schenck that we must exert more effort in exploitation. However, I feel that the producers should, in turn, support the exhibitors by concentrating on making better pictures for public consumption. Exhibitors will then be able to concentrate on exploiting these films to their best advantage. The theatre operator wants a chance to exploit his pictures, but with the type of product being turned out today, extended runs are just about impossible.” 6 BOXOFFICE :: October 7, 1939