Independent Exhibitors Film Bulletin (Sep 1935 - Aug 1936)

WEDNESDAY, NOVEMBER 20, 1935 7 MERRITT CRAWFORD OBSERVINQ THE MOTION PICTURE INDUSTRY NEW YORK. There is a familiar ring to the news that President Ed Kuykendall, of the MPTOA, and David ?alfreyman, of the Hays' organization, are sounding jut exhibitors as to the feasibility of a proposed "selfregulation plan" for the industry. It is suggested hat if the exhibitor leaders are receptive to the idea, jonie substitute for the defunct National Recovery Act Codes of trade practice may be discovered, «vhich, of course, would be fine. That is, provided the average independent theatre man is convinced that the NRA really did provide much real protection for him during the period in which it was allegedly in force. Many of them might find it difficult to strike a balance between the benefits received and the disadvantages suffered. At least it would be no easy task to determine just which of the numerous ingenious methods, by which the big producing-distributing-theatre-owning companies are enabled to extract from the littie fellow the last dime in fat profits, the NRA was responsible for preventing. That, however, is of little concern now, since the NRA has been scrapped. Bygones are bygones! That water has passed under the bridge. The Supreme Court has given the NRA, good or bad or whatever it may have been, a more or less decent, if rather spectacular burial, and so we are again treated to the old, familiar slogan of "self-regulation." It is currently reported that Messrs. Kuykendall and Palfreyman are touring the South this week in Dallas, Tex., Little Rock and New Orleans, seeking to ascertain the attitude of various exhibitor leaders on the subject of a set-up, which will make it possible for the industry to "regulate" itself. Everyone will concede that this is a splendid idea. It expresses a hope and an ideal which every independent exhibitor will heartily and earnestly endorse. But we are not yet anywhere near the millenium, and it may be difficult to show just how "self-regulation" is going to work from the exhibitor's end, for his benefit. Admittedly, the experiments made at "self-regulation" in the past have worked beautifully from the point of view of the big producing-distributing groups. But strange to say they have not resulted in doing away with any of the more serious abuses from which the exhibitor suffers, such as block booking, blind selling and the innumerable unfair and discriminatory trade practices imposed on the independent theatre operator by the majors. A code of fair practice may be drawn up that looks well and works perfectly on paper, but it is quite another matter when attempts are made to apply it under the intense competitive conditions which exist. Almost any kind of an agreement would do if all the parties to it were men of good will and fair-minded. But somewhere in the set-up there will always be found a company or group that isn't, and this makes any genuine attempt by the industry at self-regulation impotent. It will be recalled that the "big, bad wolf" was strong for "self-regulation" in respect to his dealings with the "three little pigs." He was developing a ravenous appetite and had it all figured out. But the idea didn't appeal to the "three little pigs." This is by no means to compare the Hays' organization to the "big, bad wolf" of the story and the film. Yet it must be recognized that the MPPDA docs include among its membership companies who grow ever hungrier for profits. So "self-regulation" in the film industry probably will remain a Utopian term for a long while to come. Meanwhile, the wise independent theatre owner will do his utmost to maintain an alert and militant exhibitor organization, taking advantage of the protection the law now gives him, and advocating and urging further protective legislation where needed, at the same time giving as much support as possible to the independent producer, who is not competing with him. A BRIGHT NEW STAR Vivacious, Captivating Lovable Rutherford THE NATION GREETS A NEW CAPTIVATING PERSONALITY! SHE SWEEPS TO STARDOM in 'Waterfront Lady' Fast Moving Romance with The Sock of a Trip-Hammer With FRANK ALBERTSON J. FARRELL MCDONALD JACK LA RUE MARY CORDON CRANT WITHERS COLD MEDAL FILM COMPANY 203 EYE STREET, N. W. Washington, D. C.