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INDEPENDENT EXHIBITOR:
FILM BULLETIN
Vol. I No. 30
WEDNESDAY, APRIL 3, 1935
PRICE 10 CENTS
REMEMBER, METRO !
The bullying tactics of Metro-GoldwynMayer and its holding company, Loew's, in dealing with the Chicago exhibitors who refuse to buy their pictures at unfair terms, calls to mind the similar attitude on the part of Paramount (Famous Players) some 15 years ago, an attitude that brought that firm to the brink of disaster.
Remember, Metro!
In 1921, Paramount was the kingpin film production outfit in the world. The policies of that company became domineering, ruthless. They resorted to downright economic blackmailing in their dealings with individual exhibitors.
When a recalcitrant theatre owner refused to accept the terms demanded by them, he was faced with the prospect of a counter advertising campaign by Paramount, designed to coerce him into coming around. Otherwise, the producer employed the threat or actuality of building a theatre across the street from the exhibitor's house.
It took ONE INCIDENT, the coldblooded destruction by Paramount of a woman's theatre business in a small New England town, to inflame the independent theatre owners of the nation, and to bring them flocking by the hundreds to a convention in Minneapolis.
There, if you remember, before the assembled theatremen, the mighty Adolph Zukor, czar of the industry in that day, was literally brought to his knees, weeping and pleading that the enraged exhibitors
forgive him his transgressions against fair play and not destroy him.
And there, if you remember, the theatre owners displayed a fatal weakness and permitted the drooping Mr. Zukor to go away, leaving only a list of empty promises, which he promptly ignored.
We warn Metro that they may make an exhibitors' cause celebre of this Chicago situation. We warn the Loew executives that if they build theatres in opposition to the independents who cannot use their films because the terms are unreasonable, they may witness and be the victims of an uprising that will leave a far more lasting impression on them than was left on the Paramount of 1921.
It has been told us that a Metro executive said, "We must win this Chicago battle or be faced with demands for reductions in rentals throughout the country!" That may be so, but remember that you may lose more if you start a nation-wide exhibitors' campaign against you. Be fair in your terms and the good-will of the theatre owners will be yours. You are not entitled to more than is fair and equitable and you surely have no right to ask more than a man can afford to pay.
The temper of your customers is ugly today. If it explodes at you, Metro, you will be very sorry. Remember 1921, because thousands of exhibitors remember it — and they will probably NOT make the same mistake in dealing; with you.
L. A. CLEARANCE SCHEDULE DELAYED
DOUBLE FEATURE DECREE ENTERED . .
VOTE ON PENNA. TAX BILL EXPECTED HOURLY .
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WILLIAM FOX ASKS TRI-ERGON REHEARING