Independent Exhibitors Film Bulletin (Sep 1934 - Aug 1935)

6 INDEPENDENT EXHIBITORS FILM BULLETIN' EVENTS on the MARCH/ Too Many Dishes Overdose Killing Idea . . . Dishes, dishes, dishes. Glassware, crockery, silverware everywhere. America's households are being deluged under a veritable flood of free dishes dispensed by theatres whose owners think that the best way to handle a good thing is to push it to a quick death. The giveaways stunt has rescued many a staggering theatre owner who found high film rentals and ruthless chain competition too much for him. But, the indiscriminate and foolish splurge on giveaways by a few exhibs in some spots is heading the entire idea for a decisive to-the-finish ventilating by exhibs that may result in barring them altogether in some territories, i In their greedy anxiety to outdo their competitors, these individuals are throwing caution and common sense to the four winds and going in for wholesale giving-away. Four premium night weekly has been common. Not only are these exhibs bringing down upon their heads the ire of their fellow theatremen, but they are actually slaughtering the very goose that has laid their gold-filled egg these past few years. Consequence of extending the number of hand-out days is to force the competish into a similar stunt. Result: No gain in business for anyone and an ultimate loss by giving the ladies an overdose of dishes. Question Up in Philly . . . The premium problem popped up in Philadelphia at last Tuesday's meeting of the Independent Exhibitors' Protective Association. Group has kept its skirts clear of the controversial subject as long as dishes were used with moderation. But, with moderation tossed aside, the question was bound to pop — and it did. "I know of one theatre in town that advertises its dishes without even mentioning the shows," shouted militant Harry Perelman, double feature plaintiff. He warned the assembled exhibitors that the Chamber of Commerce was considering retaliatory measures against premium-giving houses unless the practice is curbed. He said that he did not favor abolition, only restriction. Remedies . . . In die discussion that followed Pcrclman's outburst, premium-distributor Dave Barrist stood up to say that his company realized the absurdity and shortsightedness of excessive dish hand-outs. "We, ourselves, have attempted to restrict theatres to a maximum of two nights weekly, but were prevented by a few exhibitors who insist on their right to commit suicide," declared the dynamic dishman and theatre owner. He said, further, that he stood ready and eager to asssit any efforts to limit the practice. Newly-elected IEPA president, Morris Wax, expressed the opinion that the only way to restrict giveaways is to call in competitive groups for round-table discussions. Opined Wax: "Unless the code provision for outlawing premiums altogether by a 75 per cent vote is invoked, I do not believe there is any ohter means of generally restricting the practice that will not run afoul of the law. Since most exhibitors merely want dish nights held down to one or two days per week, the sensible way to solve the problem is to have groups of competitors sit down to talk it over. That is what our organization should do." Grievance Board Gets Active . . . Upon being apprised of the anti-premium activity stirring, the Philadelphia Grievance Board accepted the petition of Lou Segall, son of MPTO board chairman Charles, asking for a vote in the entire territory. Ballots will be sent to every indie and affiliated theatre. 75 per cent of each group must vote against giveaways if the practice is to be oudawed. A previous attempt by the Board to ban them fell through several months ago when it was found that Ben Amsterdam's Atlantic Theatres had been included under the indie groups, whereas an affiliation with Warners was shown. Barrist Starts Action . . . Meanwhile, bachelor Barrist had taken the initiative in seeking a solution. He petitioned the Code Authority to consider a plan to hold the vote on restricting giveaways to two nights weekly, rather than outlawing them entirely. A meeting with John C. Flinn, C. A. secretary, is scheduled for today (Wednesday). "They'd never get the 75 per cent votes needed to bar premiums," said Barrist, "and then they'll be right back where they are now, so why not get right to the core of the problem— limitation?" Barrist's company also is balloting theatre owners on regulating dish nights voluntarily. The dish-flooded Kensington district is said to be under control with all but one exhibitor in agreement to limit giveaways to two nights. The one holdout is expected to fall in line. Metro Meets Metro Says 50 . . . At hastily called sales conventions in Detroit and Kansas City, Metro-Goldwyn-Mayer told their salesmen to promise and sell 50 features to exhibs for the 35-36 season. No regard was paid to the fact that 52 pictures were promised this season whereas it appears that only 45 or 46 will actually be delivered. Felix F. Feist, general sales manager, told the assembled salesmen that the company's revenue had increased 20 per cent this season. He said that the Chicago situation was brought about by a ' booking combine" of independent exhibitors and exonerated M-G-M from being to blame in any respect. That should amuse the Chicago indies! New Yorkers Ask Break . . . Over 50 members of New York's Independent Theatre Owners' Association wired Feist as follows: "The ITOA called in special session today desire to bring to your attention the fact that under the sales policy inaugurated by your company and now in effect for subsequent runs they cannot play Metro pictures. "As accounts of long standing who have made it possible for M-G-M to achieve the heights by their support they ask that M-G-M change its sales policy this year so that they may continue running the pictures made by your company." Mr. Feist announced that there would be no change in Metro's sales policy for the new season. Ascap Worried Asks Delay . . . Faced with the possibility of having the Federal Government obtain a trial preference for its case against them, The American Society of Composers, Authors and Publishers offered a concession that is a definite sign of weakness. If the Attorney General's office will drop its preference petition, Ascap said they would be willing to extend all current contracts until the end of the present year. The Government argued that theatremen whose contracts were expiring during the next few months would know whether or not to renew their agreements at the greatly increased rates demanded by Ascap.