Independent Exhibitors Film Bulletin (Sep 1935 - Aug 1936)

Wednesday, May 27, 1936 Page Three WITH APOLOGIES We approach this matter with the suspicion that it is somehow not the "proper thing" to editorialize about ourselves, but with the conviction that if thus we serve, to some extent, the purpose of our readers, as well as this paper, it may be excused. From its inception, FILM BULLETIN was resolved to maintain its independence in the face of the countless obstacles we knew well enough would be thrown in its path by those who would be expected to regard with a sort of baffled animosity a trade publication that dares to print what those behind it think, and not what is placed in their pens by those with influence in the higher circles. Our primary job was to convince you, the reader, that this publication was designed to serve you, to protect your interests by the means of publishing everything that is important for you to know, to lend whatever aid we could offer to advance your business. That we have not failed in this part of our plan is amply evidenced by the overwhelming, spontaneous response we have received from the independent theatremen who read this paper. By letter and personal word many of you have favored us with your approval and appreciation of the job we are doing. Orders for FILM BULLETIN have come from many other parts of the country and we have considerably increased our circulation. All this has had the effect of convincing us that there exists a definite and articulate demand among independent exhibitors for a really independent organ of expression — that our resolution to introduce and maintain such an organ was based on a sound observation of an industry need. But, there is another side to the publication of a trade journal that charges a nominal subscription fee. It requires substantial advertising revenue to prosper and expand. Now, obviously, it is far more difficult to sell advertising for an independent publication than for one that kow-tows to those who dispense that revenue. Further, the independent paper is apt, as we have necessarily done, to incur the ill will of a few petty antagonists, whose conduct we have been forced to expose from time to time. These individuals lose no opportunity to strike back at us by devious means, just as they do not hesitate to sabotage the efforts of independent theatre owners to protect themselves against the more powerful factors in the indusry. Our problem is to demonstrate to those firms who have something to sell to you that they can reach you most directly and most effectively through a medium which you read thoroughly and in which you have confidence. We must convince the film companies that an honest, uncontrolled trade press will be of greater ultimate value to them than an obsequious one for which you buyers of film hold little or no respect. We present this situation to you frankly, because it is through you, our readers, the independent theatre owners, that those whom we approach for advertising can learn what we want them to know. You can aid us, and, may we add, yourself, by letting them know, whenever the occasion presents itself, what so many of you have expressed directly to us about this paper. FILM BULLETIN will always continue to serve you, and we behind it are always impelled by a desire to improve and expand it, so that it may do a better job for you. You have our word for that! MO WAX. LAST CALL FOR CLEVELAND! When the next issue of FILM BULLETIN appears, the Allied Convention will be under way and it will be time for those theatremen who know they should have gone, but didn't, to realize their mistake. Fortunately, it is not by such individuals, but by those who recognize that it is vitally important to their business interests to attend this meeting and others, that the future of the nation's independent exhibitors will be decided. Never before in Allied's history has so formidable an array of "ace attractions" been assembled to address a convention. Russell Hardy, Dr. Daniel Bertrand, William F. Rodgers, George W. Weeks, Edward Golden and Pete Harrison, all names of importance in the industry, not to mention the Allied leaders themselves, will discuss practically every phase of the business on which independents should be enlightened. Particular significance is attached to the scheduled talks by Messrs. Hardy, Government prosecutor in the St. Louis case, and Rodgers, new general sales manager of M-G-M. No independent exhibitor who has any desire to keep abreast of the industry's affairs and to cure the evils of which he may complain should regard a few days of his time, or the cost of the trip (it may equal what he pays for a feature or two) as more valuable than what he will gain in knowledge at this meeting. You owe it to no one but yourself to be in Cleveland next week. The industry will not be revolutionized there, but you will certainly know more about it than before you went. August is "Support the Independents Month" book as many independent pictures .is possible to encourage the production of more trood films.