Canadian Independent (Dec 15, 1937)

Page. 3" Gradien INDEPENDENT VOL. 2, NO. 28 — DEC, 15, 19387 S. H. FALK Managing Editor Published Semi-Monthly by The INDEPENDENT THEATRES ; ASSOCIATION 511 Hermant Building 21 Dundas Square, Toronto, Canada Subscription Rates: Canada and U.S., $5.00 Per Annum Address all communications to , The Managing Editor The CANADIAN INDEPENDENT 21 Dundas Square, Toronto, Canada EDIT VIEWS (Continued from Page 1) the same production studios whose product they are buying and trying to market, and you have a case of business jitters. A case of insult plus injury that breeds revolt. The knife in the back by the hand of a friend, is still ‘The unkindest cut of all.” Oo O 0O Now, it would seem from all we can gather, that it was not cupidity that prompted MGM, Warner Bros. and 20th Century-Fox to become ether vendors. It was rather, a move to control the quality of entertainment in which their stars should appear. Much of the material and direction in radio broadcasts had, they felt, been detrimental to the reputations of the stars, and were worse than questionable advertising plugs for their picture product. If these picture personalities, they reasoned, were to go on the air at all, it would be better for all concerned that they be expertly put on by the same studios that put them over in pictures. o oO Oo But, there seems to be the same gap between a good idea and a good show that there is between the proverbial cup and the ever willing lip. MGM seems to have discovered that it has bought itself a headache at the same time that it sold an air show. Warner Bros. too, it is said, is reaching for the THe CANADIAN ISSUED FOR ‘WHR /NDEPENDENT THEATRE OWNERS y psoas IR eae On se EE ee sd SRS ato HE BENEFIT OF asperin. These studios are beginning to realize, so goes the story, that they have bit off rather a big chaw, and that there are no cuspidors handy. It is being whispered in secluded corners that even in the big studios there may be a shortage of the kind of brains necessary to put over top-notch pictures and big air shows too. If that realization alone is sufficient, well and good, they will probably find a way in which to bow gracefully out. But, if they don’t, if the cash in hand is still too great a temptation, and they begin to solve these difficulties as they have a way of doing in Hollywood, they should be reminded of the fellow who had a wonderful roast goose dinner one day, but missed the regular breakfast egg forever after. Competing with ones own customers to their financial detriment cannot help but reflect eventually on the value of the product you are selling to that customer. o Oo Oo In Chicago, the Essaness Theatres, strongest independent chain, has invented a cute device by which to tell the story of such reduced values to the produc er, in the language that speaks the loudest, the language of money. The plan is to play Metro’s percentage pictures on Thursdays. We imagine that it won’t take them long to catch on. So far, Ontario exhibitors have done nothing but complain and_ discuss. But, should they see no relief on the horizon, they too will seek methods of bringing to the attention of the air minded studios, the eloquence of that great silence when coins fail to find enough brother-coins to jingle against. That silence shrieks even louder than money itself. We would like to hear from exhibitors from all parts of the Dominion as to the effect of Hollywood broadcasts on their business. Please write and tell us. Bringing the facts to the light may help. Box Office Indicat®r Down It has been reported on good authority that the total boxoffice take for motion picture theatres across the line has taken a serious dip following the stock market’s magnetic needle in its percipituous decent. Hit pictures that were grossing 65 to 75 percent above average six months ago are said to be hitting only 20 percent above, and just so-so stuff is going below the deadline of the average take. In spite of this gloomy outlook in end-column figures, the cost of pictures is still mounting. Alert exhibitors are sounding alarm gongs. Neighborhood Canada are showing grosses as low as the average summer business. Blumberg New Universal Prexy spots in Nate Blumberg, vice-president in charge of theatre operations of the RKO Theatres companies, has been elected president of Universal. R. H. Cochrane, president of New Universal since its reorganization was elected chairman of the executive committee but has refused to accept the post. He protested against the changes in the executive set-up but was voted down, whereupon he gave notice that he would take his case to the courts. 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She stated that the Motion picture, being so great a factor for education as well as. entertainment was as justified in having a week set aside for emphasizing its value as are, books, art and music. ‘‘We feel,” she said, “that in sponsoring such a campaign to aid the film industry we will be performing a_ constructive service.” Odeon Circuit Installs Television The 256 Odeon Theatres in England will be equipped with television in January, as an added feature with its regular film offerings. The programs will be sent from Alexandra Palace in London and_ will be relayed through Manchester to western houses, and via Liverpool for northern houses on the chain. The installation of this feature is part of a drive to acquire dominance to the exhibition field in the British Isles. COMPLETE THEATRE EQUIPMENT AND SUPPLIES Coleman Electric Co 258 VICTORIA STREET TORONTO