Independent Exhibitors Film Bulletin (Sep 1935 - Aug 1936)

WEDNESDAY, DECEMBER 25. 1935 1 I ERR ITT CRAWFORD (Continued from Page 7) While there is the customary rush into print with the hotsy totsy, optimistic, rubber stamp forecasts for the coming year, usual at this season, by various leaders in the industry, there is also to be noted an undertone of warning. It is evident that more people are attending the theatres, with the probabilities that grosses in the aggregate will be much greater during 1936 than in 1935. On the other hand, there is the threat of added taxation, both state, city and federal, which will lay a heavy burden on the exhibitor if it becomes a reality. There is also the danger that the present trend of improvement in business conditions partakes too much of a boom, that may, in the end, be disastrous, unless watched carefully. The curtailment of government spending, but with no commensurate reduction of the number of unemployed, estimated today at anywhere from eleven to fifteen million, may have serious effect on the average boxoffice which cannot be figured at this time. On the other hand, the definite increase in attendance in recent months at theatres throughout the country is certain to form the basis for an effort by all the major producing companies to obtain increased film rentals, thereby creating a vastly increased overhead for many theatres, which will more than offset the benefits of any ordinary increase in the gross intake. Taking the longer view of the situation, while there is little doubt that business is decidedly on the upgrade and that this improvement ought to continue during the coming year, it must be recognized that the present conditions of widespread unemployment, if they are not speedily corrected and a majority of the unemployed and non-producing section of our population returned to productive employment, will ultimately result in another economic collapse even worse than the one we have just passed through. The wise exhibitor will recognize all these factors in making his plans and determining his policies during the coming year. He must resist the temptations to "^ake a chance," which usually accompany a boom. Higher living costs and higher operating expenses will tend to reduce his net even if his gross becomes measurably higher. He will face, not only added taxes, but also the pressure of severer competitive conditions. And the only way in which he can effectively meet these problems is by maintaining a sane conservative individual attitude toward his own particular business and by helping to consolidate and perfect his organization. Well, here's hoping that 1936 will be a banner year— and not just another 1929. VER BIG: BUT ALWAYS TRYING TO PLEASE! THE 18th YEAR WE WISH Compliments of the Season CAPITAL FILM EXCHANGE 1314 VINE STREET. PHILA . PA EDDIE GABRIEL, Manager PREMIUMS EARLIER! j[ Owing to conditions necessitating immediate need of theatres for NEW PREMIUMS— QUALITY ANNOUNCES A PREMIUM SHOW In January Instead of the Usual Spring Showing — and Invites Your Inspection Commencing January 15 of the Following Deals: ALL CHROME DRESSER SLTJ At last we have secured entire U. S. rights for a gorgeousi 24week Dresser Set, same quality sold in department stores. No cheaters! A bonanza for higher priced theatres. A new idea in 22K Gold decorated "Golden Blue Glassware" A High Class Luncheon Set! Beautifully Made! Decorated in 22K Gold RED CLOW A Beautiful and Striking Combination KITCHEN and REFRIGERATOR SET Flashy At the Box-Office! GOLDEN CASCADE 22K GOLD Modernistic Beauty! New! Novel! Magnificent! A Worthy Successor to the Finest Set Any Theatre Ever Had! ORANGE BLOSSOM" "ROSE BLUSH" 2 Popular Priced Lines of Dinnerware That Will Win and Hold Your Lady Patrons! Opening in January at Numerous Houses MACIC SLATE GAME A Knockout Kid Deal 1 1 WEEKS AT 2c cheap glass; We are closing out cur stock of cheap glassware! 2 3 6 For One Limited Quantities' S/7 / / .'/ SI SP! (IMS 1 1 '/) n QUALITY PREMIUM DISTRIBUTORS, Inc. Serving Exhibitors from Coast to Coast HOME OFFICE: 1305 VINE ST., PKIU*&.