The Exhibitor (Nov 1938-May 1939)

EDITORIAL THE NATIONAL f Trade-mark Reg. U. S. Pat. Off. Vol. 17, No. 9 Jan. 11, 193 9 The Theatre Divorcement Question A Jay Emanuel Publication. Circulating in Maryland, District of Columbia, Delaware, Virginia, Eastern West Virginia. Covering the film territory served out of Washington, D. C. Published weekly by Jay Emanuel Publications, Incorporated. Publishing office: 219 North Broad Street, Philadelphia Branches at Washington, D. C. ; 1600 Broadway, New York City. West Coast Office: 1119 Poinsettia Drive, Hollywood, California. Jay Emanuel, publisher; Paul J. Greenhalgh, advertising manager; Herbert M. Miller, managing editor. Subscription rates: $2 for one year; $5 for three years. Member of the Audit Bureau of Circulations. Publisher also of The Philadelphia Exhibitor and The New York State Exhibitor. Address all communications to the Philadelphia office. • Just in Passing HURRAY FOR RAY February has been noted as W. Ray Johnston month at which time exhibitors throughout the country are expected to give their support (with business and dates) to an ace independent in our industry. We should spell that word "independent” in capital letters because Ray has been in the front rank of independent production and distribution activity for ever so many years, 25 years to be exact. There’s no need to point out to the trade that the drive deserves support. This is taken for granted. GOOD TIMES CHARLIE No one ever questioned C. C. Pettijohn’s sincerity. The No. 1 man in the MPPDA — after Will Hays, of course — may not always hand it out in the manner that everyone in the business agrees — but no one ever doubted his frankness. Recently, he came forward with a "Happy New Year and Let’s Mean It” message in which he expressed definite optimism regarding the future of the trade memorandum, believing that good times will then come. We can’t help but feel that Charlie had one eye cocked at Congress when he issued his statement, probably the same direction in which a lot of exhibs look. Undoubtedly to Charlie the trade memorandum means fair play for both sides, but, frankly, we aren’t too optimistic. I PS IN THE AIR, the belief among well-informed film men that the government will not give an inch in the matter of divorcing exhibition from production and distribution. Only a fortnight ago, columnist Dorothy Thompson, who while not exactly an authority on trade conditions, predicted that something of that nature would come during 1939. Aside from Miss Thompson, whose words probably carry weight with millions of theatre patrons throughout the country, there are others who are willing to bet that divorcement must follow. They point to the fact that nothing has happened in official Washington to indicate the anti-trust spirit which has prevailed in the Department of Justice has diminished, and that the recent appointment of former Governor Frank Murphy to be Attorney General of the United States evidently means a continuation of that spirit. One affiliated theatre circuit has already expressed itself as in favor of divorcement, it is reliably reported. We believe that our business has more to gain in effecting certain reforms immediately than to wait for the uncertain advantages of theatre divorcement. Experience has shown that it is possible for large, unfair independent circuits to be guilty of the same unfair tactics charged against the affiliated circuits. The small independent who cries for relief does not always single out the affiliated house at all times as his sole oppressor. There are many independents without affiliated competition who have their backs to the wall. Will divorcement bring them relief? Will divorcement prevent the formation of huge independent chains who will continue to buy up product, depriving their competition of a steady flow of pictures, lifeblood of any house? Will divorcement settle all other grievances of our business? We have yet to be convinced. Our own opinion on divorce is that it should only be employed by a married couple as a last resort, if every other means has failed. We feel the same in the matter of theatre divorcement. N AT