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DEPENDENT EXHIBITOR:
FILM BULLETIN
No. 39
WEDNESDAY, JUNE 5, 1935
PRICE 10 CENTS
Only Suckers Rush To Buy!
The beginning of each new film season finds countless independent exhibitors rushing headlong, foolishly, into deals for major products. Their one concern is to grab as many pictures as possible before their competitors have a chance.
DON'T BE SO FOOLISH!
If you are paying more for film than you can afford, you're not smarter than your competitor — you're merely kidding yourself.
Sensible business men do not try to drive each other out of business; they sit down together and discuss their problems. Why not talk over film buying with your competitor before you consider chasing down to the exchange to sign contracts for all the pictures in sight?
The film men know your failing. They know that you are easily frightened; that if they tell you that your competitor is bidding — you will pay more.
Take your time. Analyze the figures for the past season. Make certain that a product has been profitable and learn to what extent. Know your own business before you attempt to talk with a salesman about it.
Scrutinize the promises for the coming season. Discount those promises for they never come up to expectations. Study the work sheets and steer clear of the outfits that sell only numbers.
On the whole, during the 1934-35 season, the major producers delivered MORE "DUDS" than ever before. Did you make enough on the few boxoffice hits to compensate you for the many flops?
There is no reason to expect better product from the majors for 1935-36 than they handed you this season. On the basis of past performance you are entitled to a reduction.
Another important consideration for every exhibitor as he faces the new season's buying is the prospect of really worthwhile product from independent sources. Both American and English independent producers will deliver the best pictures they have ever made. You can count on these independents to come through for you if you should drop one of the majors this coming year.
Take your time. Buy wisely. Talk with your competitor rather than try to outbid him. DON'T BE A SUCKER ANY LONGER!
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