Independent Exhibitors Film Bulletin (Sep 1935 - Aug 1936)

WEDNESDAY, NOVEMBER 6, 1935 7 h tERRil T CRAWFORD 1C ID 17 T XT (T* L THE IV ) DO iotiqi^ JbR V Irs lj I PICTURE INDUSTRY NEW YORK. HAYS ON "PROGRESS' Will H. Hays' enthusiastic forecasts for screen progress, higher artistic standards atid new high levels in entertainment with sound and color, at the semiannual convention of the Society of Motion Picture Engineers in Washington last week, have been heard oft times before. No one will deny that the technical improvement of films has been constant and also that it has far outrun, with only the rarest exceptions, the story and directorial talent employed in film production. Technical perfection, however, does not necessarily imply boxoffice attraction quality or pictures of wide audience appeal. And what the majority of exhibitors — and the public — prefer is more of the latter in the run-of-the-mill, or so-called "program" pictures, even if it be at the expense of this glossy technical perfection. The facts indicate, unmistakably, that the quality of these "program" products have deteriorated to an alarming degree within the past two years. M-G-M, Paramount, Fox, who have delighted in referring to themselves as the "topnotchers" in film production, have been turning out films which are obviously made merely for the sake of fulfilling commitments to exhibitors who have signed contracts under the compulsion of the block booking system. Here is something for the General to dig his teeth into if he honestly wishes to have something to brag about. AND TRADE PRACTICES— Furthermore, Mr. Hays might apply his unquestionable foresight and ability toward correcting some of the trade abuses practiced by the most powerful of the major producers who rally under his aegis whenever trouble threatens them. For this, too, he would earn the thanks of thousands of independent exhibitors. Let him leave the technicians to themselves. They are doing quite well as it is. But, let him examine the trade practices, sales policies and competitive methods of the companies, whose morals and public relations are his especial charge, and he will find that he has a regular Augean job on his hands. Of course, this is quite a lot to ask of him. If he set out to clear house in genuine earnest he might find his tenure as czar terminated by a revolt of the great producingdistributing organizations, which have been his meal ticket for so long. They have no desire to regulate themselves and voluntarily end the unfair and high-handed trade practices many of them employ, especially toward the smaller exhibitor. It is probable that they intend to defend these vicious practices to the bitter end, whatever that may be. For they can visualize only immediate profits and thus disregard ultimate possibilities of harm to all the industry, themselves included. But they might listen to Mr. Hays, if he approached them in the right way. He has helped the lot of them out of many a tight spot before. And with his superior foresight he must surely see that the present method of operation, with its block booking, producer-controlled theatres competing with independents, and innumerable other instances of unfair and illegal trade practices, definitely invites and demands eventual governmental control and regulation of all their commercial operations, which will be tantamount to national censorship. ANOTHER "QUALITY HIT MAKES A BOW 7 ? THE GLORIOUS Orange Glow DINNER SERVICE • A new creation from a pottery noted for its long line of record making hits! • Beauty and daintiness personified in this gorgeous dinner set that your women patrons WILL ADMIRE and DESIRE! NOW READY! The GREATEST KID DEAL in HISTORY! "THE MAGIC SLATE GAMES "I 3 weeks at 2^ P®1 piece QUALITY PREMIUM DISTRIBUTORS, Inc. Serving Exhibitors from Coast to Coast HOME OFFICE: 1305 VINE ST.. PHILA.. PA.