Exhibitors Herald (Dec 1924-Mar 1925)

90 EXHIBITORS HERALD March 7, 1925 Standardized Rentals Lose in Referendum Among Theatre Men (^Continued from page 33) standardize rentals so they would always be equitable to both parties. Here’s the best illustration of my point: 1 have a house in a certain small mining city. For the past eighteen months mining busines has been very poor. Scarcely any work for the patrons, hence little money for amusement. I had to rent film for less money last year than the few preceding years or would have lost heavily. 1 cannot see how standardization could be accomplished and yet take care of a case such as the above. If we had to pay a certain fixed rental each and every season for pictures of any certain established grade the only resourse one wotdd have in poor seasons would be to close down to avoid losses. Rex P. Berrett, Cozy theatre, Columbia, Mo.; How can rentals be standardized when the productions themselves are, or should be, distmetively individualf Standardizatiofi would kill progress. Equitable dealings between exchanges and the exhibitors and not standard rentals is the need. Our biggest trouble today lies in the system of distribution. The film exchanges are out to get all they can while the exhibitors buy as low as they can. There is nothing fair and just about the^ system and to call it a business is an insult to intelligence. The winner is he who talks the fastest. The encouraging thing about it is the fact that we are better off than we were. At least we are beginning to doubt that we are all crooks. Given time the game will develop into a real business. In other words I feel that we are moving and in the direction of better conditions. Cragin & Pike, Majestic theatre, Las Vegas, Nev. : If you mean the same price for each picture we are not in favor of standardized rentals. It would lead to percetitage playing of all pictures. Where reports are available it is revealed that big houses pay about 20 per cent of their gross for film rentals. Small town houses probably pay more, nearly an average of 40 per cent of the gross. R. C. Geeting, Lyric theatre, Chappell, Neb. : As nearly as possible. Following are the replies of exhibitors to question No. 2: “If you believe in standardized rentals how would you suggest that it be accomplished?” Frank Aikins, Jr., Lyric theatre, Marysville, Cal.: Here is the sticker. My only suggestion is to call in some outside efficiency experts and let them make an investigation of conditions, then formulate a plan. G. J. Ritter, Regent theatre, Bogota, N. J.: Ho two pictures are alike in drawing power. Also all kinds of local conditions affect results at box office. A picture worth 100 per cent in one locality is a flop in another. W. B. Martin, Elmo & Monterey theatre, San Luis, O., Cal.: By getting results of different stars by percentage showings. Goodwin & Hilton, Park theatre, IMorningside and Moville, la.: Heaven only knows. Possibly a per cent system. This would insure cash pictures being paid for according to drawing power, but somebody name a per cent agreeable to both exhibitor and distributor. E. P. Giacomazzi, Star theatre, San Juan Bantista. Cal.: Rental on films cannot be compared in all places with the size of the town, but more so to the business done. Small houses now cannot show big pictures on account of the high rent on a picture that can be shown after a few months for one-third the price. There should be another rate on houses of less than 500 ■ poptilation and less than 200 seats. Leslie Hables, Reel Joy theatre. King City. Cal. : Everything should be on a take it or leave it basis. Not so you have to buy a block to get a few good ones. A. V. Abel, Strand theatre. New Philadelphia, O. : First and second grade only. Box office bets at one price to the exhibitor. Second grade no value to box office at another price. Two prices only and two kinds of pictures — good and bad. Max M. Cleveland, Community theatre, Platte, S. D. : According to my idea a committee ought to be appointed to see the pictures and know their drawing power and how much they are worth to an exhibitor. I know I have paid too much for lots of pictures. C. V. Anderson, Oak theatre, Oakdale, Neb.: Absolutely against it. Charles Born, Elks theatre, Prescott, Ariz. : Standardized rentals as to each individual production would be only possible means and that leaves us where we started. Wilfred G. Rupay, Grifhn theatre, Woodstock, Ont. : Towns and cities should be placed in a category as to their showing value, e. g., another town of this size may be able to show a star to big success while a place a fezv miles distant cannot draw any business whatever. Steve Farrar. Orpheum theatre, Harrisburg, 111. : Pictures that the exchange sets high prices on are more than half the time flops and the ones they set low prices on more than half the time are box office clean ups, so how can you set a standard price? Recently I paid a high rental for a picture and next week had one that cost just one-third as much, but grossed a little more than the high priced one and both were exploited the same. A. R. Workman, Coliseum theatre, Marseilles, 111. : By taking the average attendance of each theatre would be a very good way to handle it. Frank R. Mcinecke, Public School, Cashton, Wis. : Based on population of community and number of show houses therein. Everything being equal places of 1,000 should have an established rate. At present the best pictures are kept out on account of the fact that the larger places can pay the rental. Is this fair? From an educational standpoint the smaller community needs the newer production, they should be enlightened^ from products of the screen. The above suggestion will at least arouse some thought. J. S. Wright, Auditorium theatre, Seaford, Del.: I am unable to say only for myself. Turn down everything that can't be bought at a price that' will give you a reasonable chance on meeting expenses. W. A. Hillhouse, Lyric theatre, Glasco, Kan.: Some towns are good shozv towns while others zvould starve a church mouse. Eugene Saunders, Saunders theatre, Harvard. 111.: As I understand the meaning of the word standardized I could not suggest a method. L. P. Charles, Grand theatre, Chetek, Wis. : Base rentals on production costs and figure general average per reel from average receipts per picture. W. A. Peterson, Scenic theatre, Mt. Vernon, S. D. : District managers should be given authority to adjzist rentals according to local conditions of each town. Small tozvns located near key cities should be given consideration as they will crank up their jitneys and go to the big town movies regardless of zvhat you give them. W. R. Vincent, Grand theatre, Oconto Falls, Wis.: Divided in four groups, A, B, C, D. Henry B. Varnel, Lexington theatre, Lexington, N. C. : I don't know how to do it. It's my opinion that the exhibitor should pay 20 per cent of gross on program pictures and 25 per cent superspecials. T. A. Shea, Palace theatre, McGehee, Ark. ; I do not believe prices on any article that is a habit rather than a necessity can be standardized. J. A. Rogers, Rogers theatre, Ramsey, Til,: Pro-rating according to population different localities. Lyceum theatre, Clovis, N. Mex.: Don t think it is policy to standardize if distributors have sole right to say what^ shall be rental for any given sized town. Conditions make it an almost impossible thing to do unless by zoning and taking conditions into consideration. Various sections of country are in financially different positions. Cotton may be failure, corn good {not liquor) and cattle have been bad for a number of years. Jno. W. Johnson, Iris theatre, Midvale, Utah: JVhen a producer has a production of unusual merit he knows all about it before most of the e.vhibitor heads knozv how to get his portion of the coin without taking any chances. J. B. Eames, Star theatre, Littleton, N. H.: By checkififj every theatre on a percentage basis according to last year’s business which would be averaged— features f per cent; comedies (2 reels) and serials' per cent: news' per cent, etc., this would be fair to all. The best would zvin. J. B. Eames, Star theatre, Littleton, N. H.: If possible, yes. In my district IVesterns are best bets but producers insist some female stars must be paid big prices. Pay and lose when if put on their own box office values the ones drawing would get paid in proportion and etc., down the list. I am willing to pay as any fair minded exhibitor is for a picture that shows results but because some large city enjoys a certain show it is no sign the small town will. A. B. Carter, Rasalia, Wash.: IVould be hard to do to the satisfaction of all towns as there is .so much difference in patronage and business available in towns of same size. A B Carter, Rosalie. Wash.: Yes and no I do believe we are still paying too much film rental. Especially old films should be reduced in Price. Five dollars should be enough rental for five to seven reels in towns of our size. I hen we could reduce the admission price to where people could afford to go to the show— say ID and 25 cents admission. E. V. tfiSchards, Saenger Company, New Orleans, La. : No." Charles Lee Hude, Grand theatre, Pierre S. D. : I don’t see how same could be accomplished. Will T. Glaser, Grand theatre, Faribault, Minn.: Conditions in some towns vary. In some instances smaller toivns can afford to Pay more than larger towns, depending on class of patronage, overhead, etc. Will J. Glaser, Grand theatre, Fairbault, Minn.: Clarence C. Fuller, Loxley Hall theatre, Loxley, Ala.: Yes. We object to having to pay as much or more than larger theatre.s around us. We have to watch closely or we find ourselves paying more. _ The salesman gets all he can with no consideration of size. Clarence C. Fuller, Loxley Hall theatre, Loxley. Ala.: Theatres classified according to average attendance and a set price for each class. J. W. Lumpkin, Cupid theatre. Miles, Tex.: No, it would put us little fellozvs out of business. R. C. Geeting, Lyric theatre, Chappell, Neb.; A very careful survey of each town, its possibilities as to drawing power, resources, etc., will have to be made by an impartial party. Kills Two Birds With One Shot in Running Theatre in Colorado {Continued from page 43) On Saturday night another first page story — the fourth of the week — appeared in the News-Herald. It told of the phenomenal success of the show, which consisted of a wild west thriller featuring Buck Jones and a comedy featuring juvenile actors. On the following week, the Boulder butter-making industry was boosted. The price of admittance to the show was made the carton from a pound of Boulder-made butter. During the preceding week, the News-Herald printed two first page booster stories, using the established display of two-column black face type. This time, too, the creamery companies got into the game. Two of them carried advertisements during the week calling attention to the forthcoming show. One of these ads was headed : “The Curran Theatre Is Doing a Public Service for Boulder.” It then went on to say: “The Curran theatre, through its manager, Mr. Kinder, is doing a great public service for Boulder through offering the children admission to the Saturday morning shows for wrappers of Boulder products.” On the Saturday selected, 1,300 boys and girls saw the famous horse Silver King in “Galloping Gallagher,” and an Andy Gump comedy. The butter cartons were piled in the foyer. When they were counted, 1,104 were found. The other kids were admitted regardless of their lack of transportation. The customary two-column ston’ in Saturday evening’s paper called attention to the success of the exhibition. * * * After the showing, one of the creameries selected from the pile in the foyer all of the cartons taken from its brand of butter and displayed them in its front window. A placard called attention to the fact that they had been taken in at the Curran theatre. Other Boulder products will be selected on succeeding Saturdays from which to secure admission labels. The favorable publicity received from the first two showings has noticeable increased attendance at the Curran. With 1,300 children talking show in probably half that number of homes, a great many people are directly reached by what one might term almost personal representation. Thus it is that Manager Kinder, after less than two months at the helm, has become known, in name at least, to all who read the daily papers. Furthermore, he is known as a civic booster and has the good will of every business man in the city. The cost to the theatre was negligible. Not one cent was expended in advertising. The regular daily ads of the house did not even mention the free shows. But each Monday following them. Manager Kinder used extra space to tell of coming attractions at the Curran. Install New Equipment New projection equipment consisting of two T^owers projectors with G. E. Mazda units and Powers late type motor speed controls has been installed in the Park theatre, La Salle, 111., by Fulco Sales company of Chicago. The equipment also includes Bausch & T.omb lenses and a DaT.ite gold fibre screen. The Park is operated by Alciir Theatres of Fairbury, Til.