The Exhibitor (Nov 1938-May 1939)

D I T 0 R I A L the national Trade-mark Reg. U. S. Pat. Off. Vol. 17, No. 10 Jan. 18, 1939 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: 1225 Vine Street, Philadelphia. New York City office: 1600 Broadway. West Coast office: 1119 Poinsettia Drive, Hollywood, California. Jay Emanuel, publisher; Paul J. Grccnhalgh, 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 AMERICANISM— 1939 VERSIONS Following the step of the brothers Warner, it now develops that RKO Pathe News will start production shortly on a feature length film dealing with the trend of Americanism today. Tentatively titled "United We Stand,” it should be released in February. RKO executive Ned Depinet asserts that the feature will be designed as a patriotic film. It is our opinion that signs such as these indicate one thing — that we can expect a rush of patriotic films from nearly all studios — with an eye toward reaping the profit on this side of the water — and it’s a grand idea. Obviously, pictures with an intense message of Americanism won’t have much appeal for foreign nations, with the exception of those spots which think the American way of doing things is the best way, but that is no reason why they shouldn’t be made. WE’VE MOVED 122 5 Vine Street, Philadelphia, is our new address. Film folk always associate Vine Street with film business, whether in Philadelphia or Los Angeles. Nothing else has changed — the staff the same — the papers the same — the principles the same. But moving does something to everyone — even if only to the extent of making them feel they are getting a wee bit older. And to everyone, of course, goes an invitation to visit our new quarters — the door is always open — the handshake is ready. A “Small" Exhibitor Speaks — IT MAY HAVE BEEN a coincidence, but in the same week that the last chapter in the "MPAYBE” drive was written (with the exception of the announcement of the contest winners) this department received a communication from what might be termed a 'small’ theatreman in the well-known hinterland. Wrote the exhibitor: "It would be of great help to the industry — as it is obviously to telephone companies, etc., if some form of institutional advertising were inaugurated by the motion picture industry. Likewise, the producer should advertise through trade channels to exhibitors to work more and more with his theatre, to treat it as a business, to follow closely the examples of his big brothers in the larger cities. After all, the business is the same in all cities, regardless of size and a small town house or a nabe should sell itself the same as a large theatre. "Furthermore, the exhibitors should pay more attention to trade papers. No one knows it all. In school we learned by text books — and the trade papers should serve as the text books of our industry.” WE CAN HARDLY SAY the thought is new — but the coincidence deserves attention. A gigantic contest, which gradually simmered down from a loud blast to a sputter, ended with no crash of drums, no fanfare, little publicity — but the idea which it apparently helped father lives on. Few will say that the "MPAYBE” campaign was a terrific success. Few will say it was a failure. It did accomplish some good, regardless of the mistakes which had to be made. With it, it brought a realization that ours is a great industry — that, institutionally, everyone in it has something in common. That something must be nursed, it must be fostered, whether by drive or any other manner. We are not congratulating the man because he suggested the producer advertise through trade channels but rather because he has recognized one of the prime functions of the tradepaper, a principle in which we believe — that of being a textbook for all the industry. 1939 SHOULD BRING with it some type of an all-industry drive. There are reports that already plans are in progress. We hope that on the second try those in charge will take the rest of the field into their confidence, listen to their suggestions and encourage thoughts on the matter — from the individuals represented by the 'small’ exhibitor who realizes this is truly a big business. NAT