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yHdependent exhibitors
FILM BULLETIN •
VOL 2 No. 46
WEDNESDAY. JULY 15. 1936
PRICE 10 CENTS
Film Rentals 9N9 Other Things
RKO and Metro are asking 40 percent for some of their pictures this season, we are told. Of course, it is little less than amusing that a company which failed as miserably as RKO did the season past should have the courage, or should we say, the unmitigated gall, to ask increased rentals in the light of past performance. But even Metro, unquestionably the leading producing company today, has no right to demand higher PERCENTAGES.
Increased theatre receipts does not justify demands for a greater PERCENTAGE of the gross. When a theatre's business is better, the film company's proportionate share is naturally greater. Both exhibitor and producer thus gain with an increase in the gross.
No reasonable theatreman can deny the right of a producer who sells his product on an outright deal to ask a fair increase if the theatre's business has substantially advanced and the exhibitor is showing a decent profit. But, it is a greedy and short-sighted policy to boost percentages in an effort to prevent the theatre owner from showing a better profit. That's downright avarice and not so wise.
Our comments of last week on the subject
of competition created by the appearance of film stars on radio programs have stirred more response than we thought it possible to elicit these sweltering summer days. Several letters have come in requesting us to, as one writer put it, "pursue the producers with the topic until they do something to correct a stupid situation."
Far more effective than the editorial blasts of any trade journal in prodding the producers to take action would be the individual and organized voices of thousands of theatre owners. Let them hear from you, particularly Jack Cohn, vice-president of Columbia, who has been one of the most outspoken campaigners against the practice in the producer ranks.
Pete Harrison, militant champion of the independent exhibitor's cause, has issued his latest Digest of Contract Terms, revealing the results of a survey on rental terms and contract provisions confidentially gleaned from exhibitors throughout the country. It will prove of invaluable aid to every exhibitor who gets it — and everyone should.
MO WAX.
AUGUST IS "SUPPORT THE INDEPENDENTS MONTH'
BOOK AS MANY INDEPENDENT PICTURES AS POSSIBLE TO ENCOURAGE THE PRODUCTION OF MORE GOOD FILMS.