The Exhibitor (Jun-Nov 1944)

13 WPB EXPLAINS NEEDS OF SERVICE FOR FILM Greater Demands Bringing Trade Cut Washington — Increased war demands for 35 mm. film, coupled with a current drop in production, will not permit increased consumption of this type of film by motion picture and news reel producers in the near future, Stanley B. Adams, director, Consumers Durable Goods Division, War Production Board, emphasized at the re¬ cent meeting of the Motion Picture Pro¬ ducers and Distributors Industry Advisory Committee, WPB reported last week. “If military requirements increase sub¬ stantially,” Adams pointed out, “a cut in consumption for the motion pictures and news reel producers may become neces¬ sary.” He added that the fall of Germany is not expected to result in a greatly increased supply of film for professional entertain¬ ment pictures and news reels. Military demands for 35 mm. motion picture film are expected to continue at a high level, Adams said. “To assure that war needs will continue to be met, the Consumers Durable Goods Division, WPB, is contemplating retention, not revocation, of the film order, L-178, on X-Day,” he added. The supply of 35 mm. motion picture film in the fourth quarter of this year is estimated at 555,000,000 linear feet, of which at least 231,000,000 feet are needed for war purposes, WPB representatives said. This leaves an estimated balance of 324,000,000 feet for the major motion picture and news reel producers, approximately equivalent to the totals shown in Order L-178, officials said. Third-quarter film production has dropped because of a seasonal decline in manpower, and because some film pro¬ duction equipment, used at capacity for a long time, is being cleaned and repaired, and is temporarily out of use, WPB rep¬ resentatives explained. At the same time, the Army and Navy require additional 35 mm. motion picture film at all battle fronts as a result of the opening of new combat theatres and the consequent lengthening of military supply lines, WPB officials said. They empha¬ sized, however, that the armed services are screening their requirements very care¬ fully. The armed services urgently need more 35 mm. film for use in gunnery training classes, for combat photography and other important purposes, the WPB representa¬ tives said. Also, as the Allied armies ad¬ vance, they pointed out, increasing quanti¬ ties of motion picture film are needed by the Army, Navy, and other Government agencies for rehabilitation, educational propaganda, and entertainment purposes in the liberated areas. WPB therefore plans to change the pro¬ cedure of allocating 35 mm. motion picture film to place it on a firm basis. Under the proposed plan, motion picture laboratories and service organizations would be per¬ mitted to process 35 mm. motion picture film for motion picture and news reel pro¬ ducers and distributors only upon specific authorization by WPB, in accordance with mm ENTERTAINMENT AID SEEN ON INCREASE New York — The armed forces will act¬ ually need more entertainment after the war, it was emphasized here last week by Brigadier General director. Special Ser¬ vices Division, Army Service Forces, with films important in the setup. Men who are still in uniform after the war ends, and who will await their re¬ turn to civilian life, will have even more time for recreation. Kenneth Thomson, chairman, Hollywood Victory Committee, attended meetings with General Byron held with leaders in the industry, stage, arts, literary world, etc. MPPDA Board Meets New York — Among those attending the first fall meeting of the board of directors of the MPPDA last week were Barney Balaban, George Borthwick, Jack Cohn, E. W. Hammons, Will H. Hays, N. Peter Rathvon, Nicholas M. Schenck, Spyros Skouras, Harry Buckley, J. J. O’Connor, Russell Holman, William Michel, and Carl E. Milliken. WE Declares Common New York — At a meeting of the direc¬ tors of the Western Electric Company last week, a dividend of 50 cents per share on its common stock was declared. The divi¬ dend. is payable on Sept. 29, to stock of record at the close of business on Sept. 22. quotas established for the individual pro¬ ducers and distributors. Under the present administration of L-178, motion picture laboratories and ser¬ vice organizations may purchase unlimited quantities of 35 mm. motion picture film and the order permits them to expose it for the major producers and distributors, WPB officials said. The proposed change in the administration of L-178 would as¬ sure each producer and distributor of en¬ tertainment films and news reels of a pro rata share of the limited supply, they explained. Court Ruling Probable HOLLYWOOD — Wendell Berge, Assistant U. S. Attorney General, said last week that the Government intends to press its divorcement suit. He said that he doubts if an agreement can be reached on any new decree, and be¬ lieves that the court will ultimately have to rule on the matter. STRATEGY PREPARED FOR SIXTH WAR LOAN Initial Meeting In New York New York — The Sixth War Loan, the staff of the Fifth War Loan, War Activi¬ ties Committee officials, and representa¬ tives of industry organizations met last week at the Hotel Astor, and heard Ted. R. Gamble, national War Finance Director, term the coming effort “more than a war loan; a tremendous task vital to the sta¬ bility of the country.” Labeling the motion picture screens “the most important medium in the nation,” the War Finance director, a former exhibiitor, called on theatremen “to create the na¬ tional patriotic atmosphere necessary to assure the success of the campaign.” The campaign is to begin some time iin November, and end in December. In his subsequent remarks, the call was for “more bond premieres, more kiddie shows, more universal application of Free Movie Day, and more issuing agents.” An itinerary will be set for the regional meet¬ ings that will be directed at the smaller key cities. S. H. Fabian, theatres division head, de¬ clared: “Were all veterans. This campaign is a challenge, we recognize that. But as we ask the men overseas to finish the war for us, so must we here continue until the last gun is fired.” Bob O’Donnell, Fifth War Loan chair¬ man, paid tribute to the men of his com¬ mittee. John Hertz, Jr., chairman for the adver¬ tising, publicity, and exploitation, outlined a national program. Hertz’s preliminary outline, prepared with the aid of his assistants, William Dasheff and Sumer Singer, enlists the co¬ operation of national magazines, newspa¬ pers and radio, to pay tribute to the ex¬ hibitor for his efforts in the past war loans. Preparations for the press book are going apace. Hal Horne, chairman, Eastern Public In¬ formation Committee, and Charles E. Lewis, assistant chairman, trade press di¬ vision, pledged assistance of their organi¬ zations. Max Cohen, head of special events committee, declared that the single purpose of his group was to aid exhibitors by lowering sales resistance. Distribution chairman Ned. E. Depinet declared that men in the distribution end of the business would “canvass” all ex¬ hibitors in an effort to be of service. On the agenda for his division for the coming campaign will be an attempt to get more from subsequent runs in the larger cities. Francis S. Harmon, WAC coordinator, called for “fresh rededication of ourselves to the causes for which so many of our finest young men have given their lives.” All but two of the nine co-chairmen, culled from the roster of top independent exhibitors, were present: W. F. Crockett, Hugh Bruen, Jack Kirsch, John Rugar, Henry Reeves, Leo Wolcott, and Nathan Yamins. The two chairmen who were un¬ able to attend were Fred Wehrenberg and A1 Steffes. ( Continued on page 24) September 20, 1944 THE EXHIBITOR QUIN.