Canadian Film Digest (Mar 1972)

SOMEBODY MUST BE DOING SOMETHING RIGHT We have customarily referred to the flow of motion picture feature films for theatres as “‘product’’. In days gone by, theatre owners changed their shows quite frequently—in some cases even daily, therefore, it was necessary that a large number of films be available at any time for booking. Under those circumstances, the word “‘product’’ was a proper designation. Motion picture theatres today can only survive and prosper on “‘attractions’”—a word which may loosely be defined as motion pictures which will sell enough tickets to pay the theatre Owner's expenses, including advertising, and the cost of such films and ultimately leave a profit for the exhibitor. We look back over the years and realize that certain companies have, from time to time, been “top dog” or “hot” in relation to other production and distribution companies. It has always been difficult to stay the leader of the pack but some companies, being better managed than others, were able to keep their position for a longer continuous period. It is more difficult than ever, today, to be up front and to hold this position. One company which has made enormous strides and altered its relative position in the race is Warner Bros. Two years ago, when new management took over, the operation CANADIAN FILM DIGEST was in a lethargic state and couldn’t be counted upon by exhibitors to deliver any reasonable number of attractions, however, last year this company made a tremendous surge and continues to have great and optimistic plans for the future. The value of what’s forthcoming may be judged by consulting the insert in this edition. It is extremely important to anyone and everyone connected with the operation of motion picture theatres. It proves that somebody is doing something right! Another producer-distributor which has made a strong about-face is Paramount. This company is now releasing more films and attractions than it has in many years. Last year “LOVE STORY” was by far the runaway hit and amassed enormous grosses. Paramount's big blockbuster for this year portends to be “THE GODFATHER”, which is now going into release. This is only one of many excellent forthcoming potential boxoffice attractions. Again, somebody must be doing something right! Twentieth Century Fox, notwithstanding several top hits, has, in recent years, suffered painful losses. Now it has a new president in the person of Gordon Stulberg who established such a fine record during his tenure at Cinema Center Films. A turnaround in the right direction is now indicated for this company. After a period of comparative anemia, United Artists has now come alive again and this year promises to be one of the biggest in its long and colourful history. This article is not meant to be an estimate of attractiveness of the productions from every company engaged in distribution. Hit pictures today are not necessarily limited to the so-called majors, near majors, or instant majors. In point of fact, one may come at any time from any quarter. Probably the most difficult job in the world today is to presage what the public will or will not take to and an even tougher job quite frequently is to sell a film, even though it’s good. On the other hand, as has been known to happen often in the past, some films not considered by the trade to be good or even palatable, have taken off, rocket-like. Seasoned showmen have always known this and smart exhibitors will play films which attract audiences—no matter what the source. The old saw about the right pictures curing the problems in our business is too trite to merit repeating but it is worthy of a paraphrase: “There is nothing wrong with our business that the right people can’t cure’. We need more right people to be doing more right things more of the time.