Independent Exhibitors Film Bulletin (1951)

Theatremen Talk Television iluced for motion picture theatres. Our television policy lias been to bring theatre television into motion picture theatres, not to replace fine motion pictures which are the best low-cost entertainment ever known to man." Si Fabian, Convention Chairman, added: " The statesmanlike and aggressive way we handle the problem of television will determine the future of the film industry for many years to come." Then Sam Pinanski launched his ideas. "Imagine, as showmen, what we could do in the way of bringing extraordinary added attractions to our patrons with most of the theatres in America equipped with efficient television sets at reasonable cost." The howl of monopoly raised against the exhibitor following the exclusive big-screen showing of the Turpin-Robinson middleweight boxing bout, roused Pinanski. "I don't understand what they are talking about," he said. "The fight was a private venture, staged for private profit. I know of no legal requirement that private property be given free to the public ... or that admission to the World's Series or to 'South Pacific' be free merely because of great public interest. Why, then, a special rule for theatre TV?" Then there was Charles P. Skouras, who at the President's banquet, predicted that when producers and exhibitors got closer together on TV, as they must, it would be of immense benefit; of at least "as much benefit to the industry as radio has proved to be." Barney Balaban proclaimed the turning of the tide. "We are on the upbeat now", he declared, thanks to the revitalizing influence of the better product which has been coming from Hollywood. Hut, he added sagely, "While the position of the motion picture theatre as an American institution will endure, despite competition from any other form of entertainment, television is now a major entertainment medium. It will continue to grow. It is futile to stand on the sidelines and thumb our noses at the march of progress, I urge you not to ignore the momentous Fact of television. . . . There is a revolution going on in the entertainment world. "The maturity of television", Balaban added, "will keep us on our toes to produce better pictures, to merchandise our product better and to give our patrons the best possible facilities and service. To the pioneer the future is always exciting, full of new opportunities." There was much practical discussion too, apart from the theory. Nathan Halpern, head of Theatre Network Television, which booked the recent boxing bouts, went on record with the disclosure that the theatres concerned had cither lost money or had just about broken even. The reasons were, said Halpern, the newness of closed-circuit telecasts and the small number of theatres with big-screen equipment. When more theatres were available, 6 t KEYNOTER STARR & PINANSKI Bring TV to Theatres costs would drop and, presumably, profits would appear. He said there were 28 big-screen installations now completed, and that manufacturers had orders for 200 more units. Total attendandce for the five closed-circuit fight telecasts (excluding the Saddler-Pep bout) was 142,616 and the estimated turnaway was at least 150,000. Highlights of the great TV debate, however, was the story told by Mitchell Wolfson, of Miami, Florida, newly-elected TOA President. Wolfson, a theatre operator whp also owns a television broadcasting station, produced a number of fascinating facts and figures. Some of them: A total of 107 TV broadcasting stations is now in operation. No new stations have been authorized by the FCC since September 1948. About 13,350,000 television sets are in use throughout America, and the number is growing. Market prices for television stations are increasing. WLAT-TV in Grand Rapids, Michigan, was constructed at an initial cost of $162,000. It recently sold for $1,300,000. KEYL-TV, San Antonio, which cost $306,000 when it was built, changed hands for $1,050,000. Stations elsewhere have sold for comparable prices. "Obviously", said Wolfson, "television broadcasters like the future of the business.' It has a rosy outlook, atid that is why local exhibitors who are qualified and able to do so, should get into it. Those who feel so inclined, however, must begin preparations now, for the FCC's "freeze" on new stations may end next year. "Mitch" Wolfson is one of those who believe television broadcasting has not be< the primary cause of the decline in theat attendances. Now that the worst of the ii flalion is over, boxofrice figures are recova ing. Nonetheless, the exhibitor who si back and says smugly, "I have a goc chance of riding this out", is deluding hir self. Says Wolfson: "For the smart exhibit who wants to continue the progressr pioneering spirit which has made the motij picture industry strong, I suggest not th you survive in spite of television, but prosp with it . . . Get in on the ground floe Utilize television as anyone would logical use new developments in his field. Take long look at theatre television, and decii to adapt this splendid new medium to yd theatres sooner or later — preferably soom Look carefully into television broadcastin and get into that if possible." In Wolfson's opinion, big-screen entertaj ment will not be confined to sports eveni but w ill embrace musical comedies, circust stage plays and other special events, J will use stars of Bob Hope calibre. In tl his ideas coincide with those of the Skour brothers. They visualize a complete te vision organization for theatres, includi studios, programming, licensing and trar mission, besides supplying equipment. 1 using such a network the exhibitor wonot have to rely on chance programs his theatre TV, or put himself at the mer of some outside promotor. The essence of Wolfson's philosophy that exhibitors, instead of shrinking fff television, should grasp it as an opportun to expand their operations. This is how puts it: "I think many of you can si' by the wayside without dying by the wf side if you stay away from television, j" let me also say that if you are to contit along the constructional, progressive a pioneering path which this great motion p ture industry has always followed then jr Mr. and Mrs. Exhibitor, will lake full advantage of the new means which te vision offers for you to continue to give \ people of your communities the finest visual entertainment and information." When this year's TOA Convention i being planned, it took as its platform "1| bilizing For Better Box Office" and nounced to all and sundry "We have pra cal and tangible answers to the gr questions with which we are faced". As one who attended the Convention spent much time observing and intervie the great, the near-great and the no| great in the business, I can tell you TOA made good its boast. It has pulled industry's head out of the sand. It ranged itself beside the small group of gressive exhibitors who have had the and the good sound sense, to get into vision while the going was good. In respect, Si Fabian, one of the country's showmen, wasn't exaggerating when called it "the most important gathcritheatre men in 50 years." On the Str of this year's pow-wow, the TOA might give itself an alternative title: "The port unity Association." FILM BULLE1