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Vol. 48, No. 10
July 9, 1952
EXECUTIVES OF COMMONWEALTH CIRCUIT, KANSAS CITY, TAKE TIME OUT TO CHAT WITH MILLARD MITCHELL AND DONALD O'CONNOR ON MGM'S LOT.
More Than Social Visits
In The Light Of Present Day Grosses, Visits To Hollywood Studios Take On Added Importance
At RKO, producer Jerry Wald discusses one of his productions with Donald Guttman, president, San Pedro, Cal., Theatre Corporation, and Theodore Mann, midwestern exhibitor leader.
IT is altogether proper and fitting that in an issue of Exhibitor highlighted by the annual International Laurel Awards that due recognition be made of the increasingly close relationship which is developing between the production and exhibition segments of the industry.
With the cry from exhibitors for better pictures becoming louder and louder in view of current grosses, it becomes evi¬ dent that both production and exhibition are sold on one thing, that there must be an important meeting of the minds on what should be produced and how theatremen back up the product.
Someone long ago said that no one intentionally makes a bad picture, and every industryite believes it, but in the competition for the customer’s dollar, the industry is finding that the exhibitor must put forth his best merchandise or find no customers at all.
Theatremen, amazed at fluctuations in grosses which make it possible for a house to show a return on one picture com¬ parable to, or greater than, peak wartime, business, and then have that followed by another in which the returns do not even begin to approximate the daily overhead, let alone the cost of the film rental, fully realize that only top attractions will be necessary if the trade is to survive perilous times.
The visits, therefore, by exhibitors to the production scene, as evidenced on these pages, become more important. While there is always a social aspect to such a trek, Hollywood encourages the viewpoint of the folks who play its picture.
Such an exchange of opinions provides a firm basis for future progress.
On these pages may be found some shots of exhibitors visiting the Hollywood studios.
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