Independent Exhibitors Film Bulletin (Sep 1934 - Aug 1935)

INDEPENDENT EXHIBITOR FILM BULLETIN VOL. I No. 15 TUESDAY, DECEMBER 18. 1934 PRICE 10 CENTS Strike One of the chief causes of high film rentals is the strike-breaking exhibitor. The negotiations between film man and exhibitor, nine times out of ten, would develop to a conclusion satisfactory to both were it not for the competitor who hovers over the transaction like a buzzard ready to pounce on the prey if the negotiations between buyer and seller falter. The exchangeman has the right to demand any price he feels his product is worth — just as the theatre owner has the same right to reject that price. The trouble comes when a competing exhibitor steps in and offers a higher figure or the terms that the first buyer deems unfair. Such a situation merely converts the particular zone into an auction block with the film going to the highest bidder regardless of its value. Exhibitors must learn to respect each other's product. When competitors start stealing each other's film, rentals skyrocket. Experienced theatremen know that film companies ing Exhibitors thrive on cut-throat competition between exhibtors, and they guide themselves accordingly. Currently United Artists is reported to be selling the Goldwyn product away from Warner Brothers and offering it to the independents. Exhibitors who rush in and pay the high prices demanded for these few releases are encouraging United Artists to continue demanding exorbitant film rentals. Particularly is this true of those theatremen who have sufficient product for their needs. There might be some excuse for the theatre whose pictures have been taken away and is in critical need of film. There certainly is no excuse for any other. If the film company is sincere in its desire to establish a new account instead of merely using the exhibitor it will not hesitate to conclude a deal for three or five years. If the film company refuses, the exhibitor should not permit himself to be used as a tool to break the strike against unreasonable film prices. THE WISE FILM BUYER The up-to-date and wise film buyer is realizing an important fact; namely, that the independent film market this season is offering many pictures of major caliber. The progressive state right producers have learned that poorly made product will not be bought by the exhibitors, so today we have companies like Majestic, Mascot, Monogram and Liberty delivering release after release that for production value, cast, story and direction are superior to some and the equal of many pictures being sold to you by the Big 8 at rentals two and three times as high. The Mascot line-up from Gold Medal has been booked by important circuits throughout the country. Majestic's 12 specials, handled locally by Masterpiece, are playing ace spots everywhere. "Tomorrow's Children," a Hollywood exploitation knockout, has helped replenish many a depleted bank account for theatremen. The wise exhibitor is buying those worthwhile independent pictures for two reasons; first, because he can make money with them; second, because the use of independent pictures permits him to declare, at least, his limited independence of the Big 8. You, too, should tell the independent exchangeman that you want him to stay in business and continue to deliver bigger and better pictures in the future. The way to tell them is with contracts! go co C OJ CD O CD CD_ CD CD CD -1 > CD CD CD "O CD q] CD CD O E~ -* cr CD O TD on O CD n o ZJ O CD CO co CD GO CD 3 CD on