The Exhibitor (Nov 1938-May 1939)

editorial EXHIBITOR Vol. 21, No. 2 5 May 3, 1939 A Jay Emanuel Publication. Covering the film territories in the Metropolitan East. Published weekly by Jay Emanuel Publications, Incorporated. Publishing office: 1225 Vine Street, Philadelphia, Pennsylvania. New York City office, 1600 Broadway. West Coast office, 1119 Poinsettia Drive, Hollywood, California Representatives in Washington, D. C.; Albany, Buffalo, Boston, New Haven. Jay Emanuel, publisher; Paul J. Greenhalgh, business manager; Herbert M Miller, managing editor. Subscription rates: $2 for one year; $5 for .three years. Address all communications to 1225 Vine Street, Philadelphia, Pennsylvania. JUST IN PASSING THE WILL ROGERS DRIVE Now that the 1939 Will Rogers Week has been recorded in history, it might be well for the industry to consider some other method of financing than that used currently. This department heard plenty of comment from exhibitors whose patrons did not like the idea of being subject to the collection method, sometimes a few times in the same week. The work the Will Rogers Memorial Commission is doing is only to be praised, but, in the final analysis, if money is gotten from patrons in the same manner as pulling teeth, we don’t think this good business. Some keep constantly referring to the fact that Will Rogers might have liked this or that. So, in the same vein, we doubt very much if Will would like the collection method as a permanent proposition. PRICE CUTTING IS NOT NEW Reports from various sectors where price cutting has been indulged in indicate that better solutions for current bad business will have to be found. Oldsters within the industry have always maintained that price cutting only means a diminished gross, not increased attendance, and that it shows up rather badly when the hit shows are played. Don’t cut your prices until you have exhausted all other avenues. Remember the other fellow can cut prices, too. Some metropolitan cities which have been trying the price slashing are pretty well convinced that even lower admissions fail to mean anything when pictures which have no draw are being played. A FEW THOUGHTS ON “CONFESSIONS” Tms IS being written before Warners’ "Confessions of a Nazi Spy” appears in any theatre in the country. By the time this is being read by you, there may be more definite indications of how the citizenry of these United States will take to the production. From the showmanship viewpoint, "Confessions” has everything needed; it is timely, it is topical; it boasts of stars and good supporting players; it has selling angles; it is well-made, it is restrained and unprejudiced, though sensationally exploitable. Our viewpoint is this: the exhibitor who assumes for himself, aside from morals, the responsibility of judging what his patrons shall or shall not see is taking on a very, very grave responsibility. When Warner Brothers decided to make the picture, they were undoubtedly motivated by two purposes: ( 1 ) to make a box office picture (2) to expose the evils of anti-Americanism. The order of these two points is unimportant. Concerning the second point, we think no one questions the company’s motives. Harry Warner has led the Americanism parade with his company’s historical two reelers as well as in his theatres with the playing of the national anthem. Concerning the first point, the box office alone will tell the story. Where the people are more conscious of the dangers which threaten the democratic spirit of government, they will probably be more interested. Where the people feel the threat is not quite so immediate, they will probably not be so concerned. To sum up: "Confessions of a Nazi Spy” was made with a sincerity of purpose and intelligent restraint. As such it strikes a new note in motion picture production, and one which undoubtedly will be followed if successful. As a theatre owner of 28 years experience, I have no hesitation in personally declaring: "Your people will like it — you will be doing a patriotic deed in helping to expose espionage in our great, democratic country.” QUAD