Exhibitors Herald World (Oct-Dec 1929)

November 2, 1929 EXHIBITORS HERALD-WORLD 23 OPTIMISM Is the Word '-Woodhull [Follozving is the text of the address by R. F. Woodhull, former president of the M P T 0 A, at the Memphis Convention.] Although now outside the exhibitor section of the motion picture industry, due to my having affiliated myself with the talking picture division, I yet have the obligation resting upon me to render an account of my encumbency in the office of national president of this organization from the Toronto convention in 1928 to September 1 of the present year. I will make this report as short as circumstances will permit, as I know you have a long and interesting program. The work of organization in the Motion Picture Theatre Owners of America always meant to me that I was in the harness to give service. All Interests Connected In the interpretation and development of that line of procedure, we were obliged to give consideration to the rapid changes within the industry in deciding how this service could best be adapted to the use and benefit of the theatre owners. Fundamentally this industry is one unit when considered among the bigger American enterprises. In its separated relation, however, it is like other industries with its several component parts. But all are so intimately related that one cannot move without influencing the interests of the other. Hence in caring for the interests of exhibitor organization, we have always endeavored to take into account the welfare of the whole industry. Experience has taught us that differences and quarrels are costly and we aimed to make our interests mutual. The Motion Picture Theatre Owners of America has occupied that logical premise for several years and has been able as a result to give immeasurable service to the exhibitor and relative benefit to all parts of the industry. Since the Toronto convention this work was carried on with increased vigor and substantial advances have been recorded. The many changes in theatre ownerships and the rapid extension of the chain system have created new problems, and to some extent set aside others. It is the new day in the business. If we move right we can make it the better day. Mass financing and merged exhibition and production is the order of the day. We are not able to combat any such advance, as it is distinctly an American business practice now generally accepted in all other lines of effort. But we can make our advances coincide with the new order, change where it may be necessary and try to have situations meet up with justice and equity to all concerned. Reviews Adjustments I realize that these statements are general. But the process outlined can be made workable in its application and every effort should be exerted to that end. Where the new practices, the introduction of the talking picture, the chain advancement and centralized management of theatres seemed to unduly inflict a hardship on any exhibitor, we sought to remedy the complaint. We found that this could best be done by having the whole situation considered by accredited representatives of both sides. Hence our conference in New York last July with the managers of the distributing companies. We found these men entirelv disposed to be mutual in their relations and finally did arrive at the definite conclusion that where talking picture contracts were oppressive to the smaller exhibitor the adjustment should in all cases be made downward until their individual problems were solved, or nearly so. We wanted to make it possible for the independent theatre owner to remain in business and make money, and I know in a general way we succeeded. Your very efficient national president, M. A. Lightman, is chairman of the exhibitors' division of this conference. Sidney R. Kent, of Paramount-Famous-Lasky Corporation, is chairman of the distributors' section. I want to commend them and others who took part for their patient and painstaking efforts. They were in sessions several days and gave to the situation the very best thought possible and with a sincere desire to solve the problems presented. While I was your national president, I made many trips to different conventions of state and regional bodies, as well as other meetings of theatre owners in different parts of the country. In every section the question uppermost in exhibitor minds was of the future of the independent theatre owner. I have always believed, and still believe, that in our business, as well as in other limes, there will be substantial independent interests. This may change in personnel, and in many other ways, but the independent phase will always remain to a greater or less degree throughout the entire fabric of our business. It is very difficult to harness an idea and keep it in a given spot when dozens of other ideas may come along to serve kindred purposes. After all, our business is based on making the idea take tangible shape in story, sound and talk in the theatres. It pleases me very much to know that at this convention some of the big leaders in the industry are here to tell you about the present situation, and what the future has in store for all of us. This is the natural procedure, as our business is surely susceptible to mental measurement and understanding to the end that we can form very definite conclusions regarding the present, and with reasonable safety approach the future with confidence regarding our destination. Urges Real Optimism Others in the convention will also make reports covering much of the detail of the national organization work. My statement here is just to give you a general outline of what has been done with a view of inspiring you to renewed effort on behalf of the theatre owners, and the whole industry. There is no occasion for inaction now, and I know there never need be anything but real OPTIMISM. We are subject to evolutionary changes. There is nothing which affects any other business in this country which will not affect ours. We are in a position to take advantage of everything, and we are immune from nothing. Therefore, OPTIMISM is the real word in speaking of the present and the future of this industry. I have an abiding faith in the integrity and problem-solving ability of a majority of those who are connected with it all the way down the line, and in passing from the exhibitor division into another part of the business, I carry with me, I hope, the good will of all of my former associates in organization work, and I assure them that they have my very best wishes all of the time for ultimate success and contentment in whatever they undertake. Above all, may our friendship continue ! "Days of Sound~on-Disc Are Numbered" — DeForest (Special to the Herald-World) CONVENTION HEADQUARTERS, MEMPHIS, Oct. 30.— The days of sound-ondisc are numbered, the M P T O A convention was told yesterday by Dr. Lee DeForest, radio pioneer and inventor of Phonofilm. The disc method will soon become obsolete, he prophesied, stating it was his belief that the film process would offer greater advantages both as to sound and flexibility. Declaring that present sound equipment was imperfect, Dr. DeForest said that this deficiency lay for the most part in reproduction. Recording, he said, is much further advanced, and that as soon as microphones are further improved, sound pictures will have taken a great step forward. Dr. DeForest opened his address in praise of exhibitors for their "whole-hearted response to the summons of the talking picture." Continuing, he said. "Never in the history of any industry has a similar upheaval been witnessed. That your industry could undergo this major operation with no signs of suspended animation bespeaks eloquently the fundamental sound condition of that industry and its basic prosperity. "The demands of us 'sound fanatics' upon you have been terrific and insistent. In your haste to comply, many of you have overshot the mark — and have paid several times more for sound equipment than it was worth. While a smaller number, seeking the maximum of noise for the minimum of money, have secured exactly that. _ "It is time now for calm consideration, consideration of the path traversed so hastily, and of the lessons which have cost you or your friends and competitors dearly. First realize that no sound equipment, at whatever price, can overcome bad acoustics in your theatre. These must be properly remedied or all your sound investment will be wasted and your patrons driven elsewhere. But with good acoustics achieved, your sound equipment, carefully designed by experienced engineers, properly installed and protected by basic patents should not impose on you a burdensome cost. The highest-priced is by no means necessarily the best, based on actual results obtained. It has today been abundantly demonstrated that naturalness of sound reproduction, a minimum of service troubles and outlay, can be obtained with a reasonable cost. "Simplicity in installation and operation, combined with the maximum of realism in sound reproduction, with intelligent control of volume and pitch quality in accordance with the audience actually in your theatre, and the scene actually showing — these are the essential elements which alone can bring satisfaction to you and your patrons."