Independent Exhibitors Film Bulletin (Sep 1935 - Aug 1936)

Wednesday, May 20, 1936 . , Page Three The Month of August For Independents! It hardly requires keen perception and forsight to realize what the situation of exhibitors would be if there were no independent producers of films. Patently, a market restricted exclusively to the majors would make the theatre owner's, and particularly the independent's, position far less secure than it is today. In their relationship with the independent film market, exhibitors are divided into three classifications: (1) Those who do business with them because they require a certain number of independent films to operate their theatres; (2) those who actually do not need independent pictures, but have found they are as profitable as many major releases and play as many as possible to encourage their producers, and ( 3 ) those who fail to recognize the importance, in the broad industry sense, of maintaining and sponsoring independent production. The block booking system bars a wider playing of non-major films. The effect of the system is generally used by the last named group of theatremen as an excuse for their refusal to give the independent film salesman "a break" when he pleads for a meager booking or two. "I'm loaded with product," is a familiar story to him. How narrow and short-sighted that evasion of a basic problem might be would be demonstrated to those exhibitors if the indies were eliminated from the field and they had no one to whom to turn when one of their valued major products were taken from them. How they would scurry around begging for pictures, independent or any other brand, with which to keep their houses open! Even a hasty appraisal of the program pictures from major studios and comparison with the better quality independent releases will prove that the latter are equal in boxoffice value to many of the "quickies" delivered with imposing company labels. The exhibitor who blindly says, "Major or nothing," is being stuck with expensive flops many times throughout a season, but he doesn't pay enough attention to his business to know it! Because FILM BULLETIN sincerely believes that the existence of a strong independent film market is a vital necessity for independent exibitors, it is sponsoring a campaign to make August "Support Independents Month." We have chosen the month of August on the advice of numerous theatre and film men, who invariably pointed out that it is the ideal time for this drive, since it is usually the low ebb period in the volume of major releases, bridging the gap between past and new season deliveries. We exhort every theatre owner, circuit and individual, to set aside a fair share of August playing time for independent product. Do this, if you choose, on the theory that you are making an investment in the future security of your business. Do it because you closely watch the developments in the industry and have become aware of the steady improvement in the quality of independent films. Do it for whatever reason justifies your taking part in one concerted movement to indicate to the makers of independent pictures that you are backing them in their efforts to make 193 6-37 a banner year in independent production. Your share in making this drive successful may pay you heavy dividends on some opportune day in the future. Select the pictures best suited for your theatres. Give them your dates. Make August the MONTH FOR INDEPENDENTS! MO WAX.