Exhibitors Herald (Apr-Jun 1922)

April 15, 1922 EXHIBITORS HERALD 41 Exhibitors and Exchanges Queried on Rental Prices Comprehensive Questionnaire Is Sent to Members Of Michigan Association — Missouri Requests Attitude of Distributing Companies Reduced film rentals remain a much mooted question in organization circles of the country. Questionnaires, their purposes and aims identical, although one has been forwarded to exchanges while the other has gone to exhibitors, have been mailed out by the M. P. T. O. organizations in Missouri and Michigan. The Missouri letter, somewhat less comprehensive in its bearing upon rentals, deals with a subject upon which the Michigan questionnaire does not touch — that of service to non-theatrical organizations. Wish to Cooperate with All Exchanges The attitude of the Michigan association toward the rental issue is expressed in a letter received by the Herald from H. M. Richey, manager of the state league. "In making this effort for lower film rental prices," writes Mr. Richey, "it is our idea to cooperate in every way possible with film exchanges, for certainly it is not advantageous to them to have exhibitors forced to close their doors because of the fact that their film rental prices are very high and his business is very poor." Shallenberger Back; Is Truly Optimistic Declares Exhibitor Is Now Looking to Independents For Big Pictures (Special to Exhibitors Herald) NEW YORK, April 4.— W. E. Shallenberger, president of the Arrow Film Corporation, is back in New York after a three weeks study of exhibition conditions in the middle west. While the exhibitor has not recovered from the blueness which has pervaded his atmosphere for some time past. Dr. Shallenberger says business conditions are showing some improvement. Good Pictures Are Needed "The thing the exhibitor is beginning to realize," said the Arrow president, "is that he must reduce operating expenses and that he must, for his own salvation, bring down his admission prices. In order to do this he must have reduced rentals. He now sees that he cannot continue to pay exorbitant prices for big feature pictures and must get good pictures at prices within his limit. "His realization of these things is a hopeful sign, and another hopeful sign is that he is beginning to' learn that the independent field is where he can get the good pictures which will allow him to conduct his business on a profit. The future never looked brighter to the independent distributor. Exhibitors Turn to Independents "The exhibitor is learning to know that more good box office pictures are to be had from the independent distributor than from any one of the big companies. And unless he is tied down or owned body and soul by the big companies, he is commencing to look to the independents for the pictures that will make him the money he has got to have to keep in the business." Special Weeks May Be Abandoned; Claim Net Result Is Loss (Special to Exhibitors Herald) NEW YORK, April 4.— Anniversary weeks of various film companies may h? dropped from the sales schedules of distributing organizations next fall. At a recent meeting of the N. A. M. P. I., the general opinion voiced was that drives of this nature disrupted bookings to a large extent without bringing in comoensating benefit. No official action to drop them was taken, but those present predicted that "special weeks" and "special months" would be gradually discontinued. Manager Sues Theatre Company for $22,500 (Special to Exhibitors He/aid) SOUTH BEND, IND., April 4.— Gustav Berkman, former manager of the Blackstone theatre here, has filed suit for $22,500 against the theatre company. This amount, he says, is due him on the unfilled portion of his contract. The contract was broken recently, he avers, when Ezra Rhodes leased the theatre and Berkman was deposed as manager. Berkman says his contract holds until July, 1924, and calls for a salary of $125 a week in addition to two per cent of the theatre's net profits. Continuing, he says: "I have tried to make this blank absolutely fair for all concerned and I believe that in this manner we can find out which companies in the opinion of the exhibitor have been fair and which companies have been unfair, and can also determine the benefits to be derived from specials rnd whether or not they are a good thing for the box office." Twelve Questions Asked The Michigan questionnaire, forwarded to exhibitors, reads: 1. Are you operating at a loss? If so, to what do you attribute the cause, and why? 2. Have you reduced other running expenses? Be specific. Tell where. Also what salary, if any, you are allowing yourself. 3. Have your film rentals increased or decreased during the present season? Give percentage. 4. What exchanges are selling you films at a rental that you feel is fair, or at a price that you can get a legitimate profit? 5. What exchanges have made no reductions in price and are demanding prices that are excessive or causing you a loss? 6. Is competition in your neighborhood keeping up the price of film rentals? 7. What, in your opinion, is the most effective method of reducing film rentals, and are you willing to cooperate with the Association to reduce rentals? 8. Would you be willing to submit your books and other facts and figures to an arbitration committee of exhibitors in an effort to secure livable rentals? 9. What has been your experience with socalled "super" specials, etc.? Be specific with name of picture, facts and figures. 10. Have you postponed giving play dates on pictures because you could not afford to play them at a loss? What exchanges? 11. With what exchanges have you unexpired contracts ? 12. What stars have ceased to draw at your theatre, making it impossible for you to play them ? Will Publish Replies The following letter has been sent by President Charles Sears of the M. P. T. O. of Missouri to all exchange offices in the state: Your expression on the following proposition will be appreciated. Your reply will be published in our official bulletin, the "Exhibitors Forum," so that all Missouri exhibitors will be acquainted with your willingness to cooperate with them for the good of all: (A) Will you pledge your exchange against the practice of booking film to non-theatrical institutions in competition to regularly established theatres? Your attention is directed to the resolution adopted at our last state convention condemning the practice. (B) Are you willing to cooperate with our organization in the movement to secure equitable film rental reductions for those theatres in your territory establishing the necessity thereof? Your reply will affect only your exchange. Kindly reply immediately with a simple answer, either "Yes" or "No." I am seeking definite, straight-forward replies. Your cooperation is solicited towards establishing as the cardinal principles of our .elations, fair dealing, honesty, harmony and good fellowship. It is expected also that the question of reduced rentals will be one of the most important to be considered at the national convention at Washington in May. R-C Pictures Denies Adoption of New Plan in Distributing Product The R-C Pictures corporation has issued a denial that P. A. Powers, the new managing director of the company, is contemplating a plan under which an interest in various R-C exchanges would be sold to local parties in the various distributing centers. In the April 8 issue the HERALD reported that developments seemed to indicate that such a plan was in contemplation. It also is pointed out by R-C Pictures Corporation that Joseph P. Kennedy, general manager of the Boston banking firm of Haydon, Stone and company, is still a director of the corporation, contrary to published report. Thus far the only R-C exchange which has been disposed of in part is the New York branch in which Charles R. Rogers, former general sales manager of R-C, has become interested.