The Canadian Motion Picture Exhibitor (Aug 1, 1941)

Page 2 S XHIBITOR Published Semi-Monthly by the INDEPENDENT THEATRES ASSOCIATION HYE BOSSIN Managing Editor VOLE. 7, NO. 15, AUG. I, 1941: Subscription Rates: Canada and U.S.: $5.00 per annum > 28 Address all communications to The Managing Editor The CANADIAN EXHIBITOR 21 Dundas Square AD. 4318 Toronto, Canada N-E Sask Exhibs Pass Tax Appeal (Continued from Page 1) large numbers, be it resolved that the 20 per cent tax on motion picture theatre admissions is excessive and discriminating as far as the rural areas are concerned and we petition the Government to reduce the tax to a 10 per cent tax based on 1c on each 10c of the admission price, this tax to apply to all forms of amusements, including dances, hockey games, concerts etc., whether run under the guise of patriotic or charitable purposes or not. “Regardless, this organization is unanimous in its willingness to continue co-operating with the Government in any and every war effort but to do so its members must be allowed to remain solvent and be free from competition which is unfair by being free from the tax. “Whereas in the past the Motion Picture Theatres have co-operated fully and freely with the Government: in its war effort to the extent of advertising on their screens, giving free use. of their premises and facilities and screen for patriotic organizations and purposes and furtherance of the war effort and whereas it has come to| our notice that large advertising space is being purchased in the weekly and daily press and other journals regardless of circulation, for advertising war loans, savings certificates, recruiting etc., be it resolved that this organzation go on record -as protesting against the unfairness of paying only one publicity agent, i.e., the press and weekly journals. In our opinion, hereafter there should be no such discrimination, either both or none should receive payment.” The Exhibitor 3 Roly vs. Bingo “Instead of a good 5-cent cigar the movie industry needs exhibitors who can sell movie entertainment rather than give away premiums.” Roly extends the argument into the various types of artificial respiration used by theatres today. He makes some durned pertinent points. We'll join the fervent cries of “Amen. brother. amen!” T’ain’t nothin’ but the truth— so far as it goes. Maybe this unwanted child belongs where Roly places it—in the arms of the exhibitors who don’t know how to sell entertainment. Yet the studios and chains maintain top-notch exploitation departments—and they have their troubles along with the little fellow. So how is the independent exhibitor to know just how to enchant the inconstant public? Even after he realizes what must be done it takes time to learn how’to do it. In the meantime, what will fill those empty seats and who will pay the bills? The man whose theatre needs customers must temper his resentment against non-theatrical activities with acumen. Who wants alien carry-ons and giveaways? Not the exhibitor. But they’re a sure lure. They do bring the folks back in. Never mind who started it. Might just as well forget that along with what happened at Munich. It’s history. It teaches a lesson for the future. But what about the present? All enterprises limping along need crutches. The lonesome lads in the box-offices surveyed the passing _throng with envious eyes and wondered how to make them stop in before the bailiff. Radio was handing out gratis entertainment—and giveaways to boot. Other outfits had premium schemes. Many ideas were turned up that would stimulate public interest. The persons in Roly’s section of the craft use contests and passes serve as giveaways. Yea, unto Roly himself. Perhaps big-town places don’t need handouts or games. Small-town Canadian houses certainly need something in the worst kind of way right now. Most of them are in farm areas, where tradesmen get no benefits from the defence boom. Business generally is worse off than before the war. The young men, good movie patrons, have been drained off by military service and the older ones have moved to industrial areas for munitions work. Fifty-two per cent of Canada’s movie houses are located in towns with population under 5,000. Sixty-five per cent of those towns are inhabited by less than 1,000 persons. Then, in the middle of bad situation, came the 20 per cent federal tax. The tax, it seems, pushed the movies just out of the family budget. In many cases business was cut in half. Though the tax has caused a serious situation, the government won't or can’t do anything about it. Exhibitors have pointed out that 10 per cent on 1,000 admissions will yield as much as 20 per cent on 500—and give the exhibitor a chance. But Ottawa's judgment is otherwise. Can you blame the exhibitor for wanting to try any thing that will bring back business? Roly has no use for Bingo, has never seen it played and would avoid ‘any theatre that featured it. So would we. But it’s the exhibitor’s problem, not ours. If he thinks outside Bingo, the tax, double bills, etc., are customerkillers in his area, we'll bet he’s right. And if he thinks that giveaways corral his clients, or that Bingo can serve the worthy causes of country and community while helping to prop up the boxoffice, he’s entitled to try it. Maybe it is wrong in principle. Who wants to stand on principle if it means that he'll be prone later? The Allies don’t any more. Neither should the exhibitor. August Ist, 1941 Maritimes Body Grows Slowly (Continued from Page 1) who operates four houses in Bluenose territory, also stands high in the craft. Mason and J. Butler of Moncton, N.B. were responsible for calling together the group, which, as yet, has not been named. Other executive members arc Star McLeod, Sydney Mines, N:S.; H. MacNeil, Stellerton, N.S.; A. A. Fielding, St. John, N.B.; John Farr, North Sydney, N.S.; Louis Wener, Glace Bay, N.S.; Lloyd Mason, Springhill, N.S.; Joseph Abass, Sydney, N.S.; John Khattar, Sydney, N.S.; and Earl Nesbitt, Edmondson, N.B. Warners Tell of Policy and Product (Continued from Page 1) address by Grad Sears, general sales manager of the parent company and president of the Canadian subsidiary. Cohen amplified important features of the selling policy and Sears reported in detail concerning new pictures. With the advent of consent decree selling, scheduled for the new season in the States, considerable speculation has been rife as to the details of Canadian policy, which, Cohen stated, will, in general, be the same aas heretofore, except that a group of outstanding movies will be sold separately and individually. The companies’ 1941-42 product will include 40 feature pictures, plus this group. Among’ the latter are “The Prime Minister,” which, as has been recently carried in the news columns, is a movie made in the London studios of Warner Bros. and will be presented here by a hemispheric premiere in Ottawa on August 13, accompanied by a Government-sponsored broadcast. Also in this group, “Captains of the Clouds” seems without a doubt to be the most important to the Canadian market. First of all, it is the only film ever made so completely in Canada and with the cooperation of the Dominion Government; secondly, it is filmed in technicolor throughout; and, it is the only movie ever to be made here with. top stars and under the supervision of a director of the magnitude of Michael Curtiz. Over $1,750,000 will be spent on production of this release. In his introductory remarks, Cohen pointed out that Warner Bros. is the only company releasing A-class pictures in Canada during the summer months, normally a depressed period, and that product of the company is being shown in 97 per cent of the movie houses of the Dominion. s