Independent Exhibitors Film Bulletin (1950)

EDITORIAL Vol. 18, No. 6 March 13, 1950 Page Three What Are You Doing Today In the Fight for REPEAL Of the Unfair Ad mission Tax? BULLETIN I L M BULLETIN— An independent Motion Picture Trade Paper published every other Monday by Film Bulletin Company. Mo Wax, Editor and Publisher. BUSINESS OFFICE: 35 West 53rd St.. New York. 19; Circle 6-9159. David A. Bader, Business Manager. PUBLICATION EDITORIAL OFFICES: 1239 Vine St.. Philadelphia 7, Pa., Rlttenheuse 6-7424; Barney Stein, Managing Editor; Jack Taylor, Publication Manager; Robert Heath, Circulation Manager. HOLLYWOOD OFFICE: 659 Haver'ord Ave., Pacific Palisades, Calif., Hillside 8183; lay Allen, Hollywood Editor. Subscription Rate: INE YEAR, $3.00 In the United Stales; Canada. >4.00; Europe, $5.00. TWO YEARS, $5.00 In the Inited States; Canada, $7.50; Europe, $9.00. "...For Those Who Make It Good! Emblazoned on tbc banners overhead in that room where the Chicago Showmanship Conference was held last week streamed the slogan "1950 BUSINESS WILL BE GOOD FOR THOSE WHO MAKE IT GOOD!" Here was the challenge to the 300-odd showmen, representing a deepcut cross-section of the nation's theatremen, who assembled in Chicago, at the invitation of 20th Century-Fox, to mull the whys, the wherefores and the hows of this wonderful art-industry bv which they live and which, with deep sentiment, they seek to nurture and improve. Here was the challenge, in fact, to every motion picture exhibitor in America who would survive through yet another hour of travail in this industry's eventful history. Here, too, was the gauntlet flung down to every film company. For, by its tremendously constructive, superbly executed Chicago meeting. 20th Century-Fox demonstrated its awareness of the urgency of the industry's problems and that it was moving to meet them head-on. Here one film productiondistribution organization was giving dynamic proof of its determination to make 1950 business good for itself and for its customers by stimulating showmanship by means of the talent of its manpower and by its money. There was no doubt in the mind of anyone at the meeting that the movie theatre will face increasingly stiff competition in the years ahead. Indeed, there was frank discussion of factors that make the year or two ahead seem fraught with foreboding elements. But, as one tasted, chewed and digested the veritable feast of provocative and stimulating opinions, ideas and concrete plans served up at the Conference, it was impossible to escape the belief that all will be well with an industry that has so much to offer and that boasts the manpower to inspire such high confidence. Two simple, positive facts were made crystal clear to every observer oi the Chicago proceedings. One: The boxoffice can be sustained against present and future competitive forces only by a thorough revitalization of showmanship, intelligent and persistent. Two: Showmanship will be revitalized only bv hard, heady, sweaty work — and money. No words more aptly summed up the whole temper and promise o! the Showmanship Conference than the unerring observations of that veteran showman, Charles Skouras. who told the assembled theatremen: "You're not kidding anvone as to why you're here you're worried!" And. further: ""11 you want this showmanship plan to work, you must spend money! Heed bim well, both exhibitors and distributOl business to be good, M V.KE IT GOOD! If \ou want your MO \\ \\