Independent Exhibitors Film Bulletin (Sep 1935 - Aug 1936)

%depe*tde*tt exhibito FILM BULLETIN VOL. 2. No. 51 WEDNESDAY. AUGUST 19. 1936 PRICE 10 CENTS Admission Increases From many parts of the country come indications that the return of a fair degree of prosperity to picture business is encouraging both major chains and independents to toy with the idea of increasing admission prices. Timid steps in this direction were taken by New York exhibitors last week by eliminating "Early Bird" matineees and advancing the hour at which evening prices become effective. In other spots bolder moves are considered and, under the initiative of the affiliated circuits, a tendency in the direction of higher admissions generally has been created. No one will argue reasonably that the entire industry does not stand to gain much if all theatre admissions are increased — and attendance does not drop off. That is the rub! Millions of people in the country are on relief or working for extremely low wages on Government sponsored projects. A very, very substantial portion of the patronage of the average small town or neighborhood movie house is derived from this element. The improvement in business conditions that has advanced the lot of the middle and wealthier classes has not yet seeped through to the millions who must count their pennies to make ends meet each week. It will be extremely inadvisable for operators of theatres in locations where such people compose the bulk of the population to consider a price lift at this time. The rise should start at the top. A price increase in the upper brackets may be opportune, but the small fellow must watch his step for the next six months or more. The Phila. Merger The two yeci' old split in Philadelphia exhibitor ranks has been healed! The M.P.T.O. and the I.E.P.A. are now one body, and those who have argued that unity must be achieved at any price have their wish. Anyone who speaks confidentially with any large number of independent exhibitors in the Phila. territory can have no doubt that most of them view the merger with a skepticism born of their recollection of previous organization failures. Several have declared that they would rather have no organization than one which is ineffectual because of lack of initiative or one that is controlled by the producers of their affiliated theatre chains. But, the fair-minded exhibitor generally is willing to give the new group a chance to prove itself for what it will ultimately be. Every independent ardently desires to have a strong organization, standing ready to protect their interests. With such justification, they argue that the big fellows have the means for taking care of themselves, that the small man in the film industry needs honest, aggressive leadership. A clear sighted and practical study of the problem of businessmen's organization reveals the fact that in most cases the members are too occupied with their own everyday affairs to lend much time or thought to the operations of their organization. Rather do they look to their leaders to lead. This is certainly no less true of theatre owners' groups than of the average in other fields. Therefore, it is upon the shoulders of the men who have undertaken to direct the affair of the new Phila. body that responsibility for its accomplishments or its failure will rest, fully and unmistakably. MO WAX. a 0 o > H M 0 H O H 3 o H M O H