The Exhibitor (Nov 1938-May 1939)

BOOK REVIEWS FILM FACTS. The Motion Picture Producers and Distributors of America, Inc., presents its contribution, offering a summary of important facts of production, distribution, exhibition for the year 1938. (39 mimeo graphed 8Z2XII -inch pages). Important details of the several sections are summarized in the following paragraphs. PRODUCTION — Ninety-two active producing companies turned out 491 feature pictures, approved by the Production Code Administration. In a breakdown of production costs, the following percentages are given: Cast (principals and extras), 30; production staff (including "indirect costs), 63; publicity, miscellaneous costs 2; story, 5. Total employment, 28,500; annual payroll, $91,000,000. DISTRIBUTION — In the 3 1 U. S. distribution centers, employing 12,500, with a weekly payroll of $530,000, a total of 15,000,000 film shipments are made annually. On an average, 2 50 prints are made for each feature, and 37 booking, made on each print. EXHIBITION— The 17,541 U. S. theatres represent ($1,8 80,000,000) 94 per cent of the estimated total capital investment in the motion picture industry, employ 86 per cent (241,000) of the total number regularly employed in the business, and carry 68 per cent ($2 5 0,000,000) of the industry’s annual payroll. In 193 8, there were 379 unaffiliated theatre circuits, with 3,829 theatres in 2,084 towns. Total seating capacity is estimated at 85,000,000. Average seating capacity is 623. Towns with theatres equipped for operation number 9,187. A breakdown on the annual theatre gross shows that the theatre retains 6 5 per cent of the total receipts for local expenses, 2 5 per cent for film rental. Further breakdown of the 65 per cent gives 2 5 per cent for the theatre’s payroll, 1 5 per cent for real estate, eight per cent for local advertising and publicity, five percent for heat and light, five percent for interest and dividends, four per cent for taxes and insurance, three per cent for miscellaneous. Of 3 5 per cent, 2 5 per cent represents that portion going to the studios for producing the film, 10 per cent to the distributors. MPPDA — -Scope, aims of the organization, established March, 1922, is given, with information on the Production Code Administrations, the details of the codes, in general and the advertising and special ones recently adopted pertaining to crime. Titles registered in 193 8 totaled 4,450, bringing the grand total since the "year one” to 40,63 7. During the year, the PCA approved 5 94 features (including 49 re-issues); 83 3 shorts (including one re-issue), for a grand total of 1,427 subjects. In 1 93 8, 1 46,5 5 5 stills, publicity stories, advertisements, exploitation ideas, miscellaneous accessories, posters, trailers were submitted to the Advertising Advisory Council. Hollywood correspondents for all types of publications (including radio) comprise 3 8 8. A tabulation of foreign production, importations, Academy Winners (1933 to date) are added. RENOVATE^ NOW This is the most logical time of the year to start the re \ modeling you have contemplated all winter. Take advantage of it. Do it now! ! Ask our representative to submit sketches and estimates. NOVELTY SCENIC STUDIOS, Inc. INTERIOR DECORATORS Draperies Stage Curtains Wall treatments j 318-320 W. 48th STREET, NEW YORK CITY | SPECIAL FEATURES LETTERS TO THE EDITOR 'Narbeth, Penna. Mrs. Goldsmith Replies: Dear Sir: In answer to the letter — "On Women’s Clubs,” page 31, issue March 22, 193 9. I wish to state — If the club woman had revealed her identity, it would have been much easier to have answered her letter. I take it, she is seriously questioning this idea of Pre-Views, so, shall endeavor to meet her questions in the same spirit. As this writer was, and is, the chairman of the chairman of the first pre-view group organized in Philadelphia, during th efirst year of the Presidency of Mrs. William Lingleback of the Philadelphia Federation of Women’s Clubs and Allied Organizations in 193 3, she feels qualified to answer the writer. If this woman were a really true club woman, she could not have needed all this information. There is, first of all, no free pre-viewing. Each one that attends a screening spends more in time, energy and money, than if she visited a neighborhood theatre at her pleasure. She would also know, that the pictures are already censored in Hollywood and again here at the Censor Board, before seen by our women. It is being done from an honest point of view, and the group is not trying to "top” another group. None of us was aware ththat there "is a vast growing problem.” I also have no connection with the motion picture industry, and there are no "groups within groups,” and "women who have no connection with club groups, organizing their own preview groups. 25 Motion pictures as an industry are classified as entertainment, for which there is a vaster audience of mixed ages, views and tastes, than any other social mediator in the world today. Pictures are made to cater to all tastes, whereas, "the business or professional men, doctors, lawyers, district attorneys, dentists or manufacturers,” as quoted by you, are specialists in their lines, an advertise according to their own methods. The distributors and exhibitors fell that this pre-viewing by our group is of a benefit, the definitions of which, it might be difficult for you to understand. It is a means of advance advertising — if you will — that here are the types of pictures family women are anxious to support for the sake of the young people who frequent the moving picture theatres more often in a week, than the dentist chair in a year. Our women contact their neighborhood managers to suggest ways and means to put on these pictures, and also work within the schools and churches. Perhaps you will give me the opportunity to meet you, so that I could explain, orally, a sixyear project that is bearing fruit of first class character. You are hereby invited by myself and the group I represent to sit in on one of our screenings, so that you can observe and hear just ho wseriously this group of earnest women (and some men) attack this work. I shall submit to you the list of our members and the clubs, parents and teachers Association and other social agencies they represent officially, and as a member of our federated clubs. Sincerely, (Mrs. Arthur) Marguerite S. Goldsmith, Chairman Philadelphia Motion Pictures Pre-View Study Group. April 5, 1939 QUAD