Close Up (Mar-Dec 1933)

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COMMENT AND REVIEW FACTS ONLY. The success of Madchen in Uniform is having" strange consequence, it is making it harder and harder for me to run a repertory theatre for continental talkies in London. Film producers abroad say, If Madchen in Uniform could make such a hit in London, my picture will make your fortune!' And they insist, week by week, on higher guarantees." It was strange hearing how the success of one film nearly ruined the threatre which promoted it. But Miss Elsie Cohen was kind enough to list for me her daily increasing difficulties, in order that Close Up could urge its readers to co-operate more strongly with Miss Cohen's splendid effort. Film lover must go more often and take more friends to The Academy and Cinema House and here are the reasons why : " Some patrons are a little discontented that they cannot see a certain foreign picture which strikes them as being of special importance. BUT, if I import even a short from abroad, I have to begin by paying a royalty to the sound system (generally Tobis Clang). " This royalty is a minimum £'25 for a one reel picture. " The owners of the film have to be paid their fee, and a new copy has to be paid for ; while transport expenses have to be covered by us. "Then — and how many patrons realise this? — there is the duty of one penny a foot and the censor's fee of two pounds a reel. " With a full length picture, there is the additional expense of superimposed titles. This is generally about £150 : with the present feature at The Academy, the laboratory bill and the editing expenses amounted to £200. " Before a new feature picture is shown on the screen, I estimate that it will cost me £400. " And you know how large The Academy is? We seat 600 and take about fifty pounds for a full house. We have four shows a day, but a cinema is considered to be doing very well if it takes a house and a half a day. " There is, you know, a thing called the Entertainment Tax and there are the running expenses of a theatre. You'd be surprised, I believe, if I told you how much our mailing list costs per week. " Still, I think I have told you enough to let you explain why we cannot get all the films which cineastes would like to see. Also, I hope that these figures will convince cinema patrons that they ought to attend each change of programme even if, now and then, there is a feature which may not be so interesting as its predecessor." O. B. 77