Independent Exhibitors Film Bulletin (Sep 1935 - Aug 1936)

WEDNESDAY, MARCH 18, 1936 Page Three THF CHANGE IN UNIVERSAL A decade of predictions and rumors have finally culminated in actuality and the veteran Carl Laemmle relinquishes his control of Universal Pictures. The passing of an individual whose name has been synonymous with the development of this great industry is naturally tinged with regret, particularly when that man is a Carl Laemmle. But, when one considers the men who are to carry on Universal, it is evident that most of that which was desirable, fair and equitable in the Laemmle operation of the company will probably be continued and the addition of young blood and more capital should carry it to new heights in the industry. The change must be viewed from three positions: distribution, production and financial. Theatre owners should be pleased that Universale distribution remains in the hands of the two men who conducted it so notably for many years past. There is no fairer and more reasonable executive in the entire industry than Robert H. Cochrane. This retiring, yet effectual, man has been associated with the company since its organization twenty-four years ago and, while he has been a less conspicuous figure than "Uncle Carl," his position has been no less vital. Mr. Cochrane assumes the presidency and during his reign exhibitors may rest assured that they will be dealing with an open-minded, wholly reasonable executive, who does NOT believe in getting everything out of his customers— at the expense of goodwill and justice. James R. Grainger, known to everyone as the popular "Jimmy," is certain to be retained as sales manager. He, too, can be relied upon to conduct his department on a policy of fair play and NOT greed. The large volume of contracts Universal has accumulated under Grainger and the goodwill his company can claim among independent exhibitors are tributes to the wisdom of establishing equitable relationship with one's customers. The comparatively youthful, yet tried, leadership of C. R. Rogers in production may be counted upon to show vast improvement. Mr. Rogers has been one of the most successful producers under the Paramount banner. He brings a forceful and intelligent personality to the Universal lot, where, too often, lack of sound organization and family complications interfered with the quality of the product. One of the most encouraging points in the new setup is the fact that the entire $5,500,000, price of the sale, is being paid in cash. Certainly, this should be construed to indicate that J. Cheever Cowdin and his associates on the financial end are well equipped to supply the funds required for topnotch production. Universal holds much promise for the immediate future. Every theatre owner everywhere undoubtedly joins with this publication in wishing the new management much success. MO WAX. PARAMOUNT'S AA PICTURES Paramount, one of the leaders in originating and adopting trade practices that are deceptive and unfair, has apparently not undergone a change since the Otterson regime stepped in. This company was right at the head of the parade when "numbers" instead of titles, stars and stories were introduced as a novel selling policy, and now they announce a new one that is more "cute" than vicious, but indicates how much they relish kidding their customers. Next season, we are told, Paramount will not be content with selling mere "A" pictures; they will sell an "AA" group. What that means, obviously, is that Paramount realizes that its '3 5 -'3 6 product has been, on the whole, of poor quality and the coming season's selling campaign requires a "shot in the arm." No doubt, there are some gullible theatre owners who might be led to believe that "AA" means something mysteriously important, but our guess is that the Paramount salesmen will be told "nuts," or some other less dignified comment, by most exhibitors when they try to sell the "AA" group at higher rentals than this season's flop "A" group was sold. Take our advice, Mr. Otterson; stop Paramount from resorting to tricky devices in its selling policies. You'll fool no one but fools by calling poor pictures "AA" or triple A. Concentrate your company's energy on the production of better pictures.