Independent Exhibitors Film Bulletin (1952)

EXHIBITORS fORUm Opinions Culled from Organization Bulletins MOVIES VS. REDS ATO of Indiana The entire motion picture industry was surprised and chagrined at the unreasonable attack made upon it by the recent annual report of the House Un-American Activities Committee. This unjustified assault complains that Hollywood was uncooperative in ridding itself of the Communist influence and comments that the country would be in a bad way if there were as many Communists in other fields as there are in motion pictures. It ignores completely the facts in the case. On Wednesday, February 20, a resolution was passed by COMPO refuting the irresponsible attack. A copy of that resolution is a part of this bulletin and we urge you to give it the widest possible publicity. Please forward it to your local newspaper editor and ask him to use it to advantage so that the public may know what positive things this industry has clone to stamp out any taint of Communism. Allied's General Counsel, A. F. Myers, termed the report grossly unfair but added the observation that perhaps our industry should have been more forceful in publicizing" its actions in ridding Hollywood of Communism. As a member of the industry, please do your part now in giving the lie to these "Red" charges. ATO of the Gulf States The House of Un-American Activities Committee in a report to the House of Representatives has made a solemn charge against the Motion Picture Industry. This report says in effect that Hollywood has not moved with sufficient effort to oust all Communist employees and further adds that we (as an industry) have not been fully cooperative in stamping out the Red Menace which they claim is evidenced in certain of our films. Accordingly, it makes an all-out charge of Communistic leavings without any basis whatsoever against certain leaders of our industry. In defense of this unjust charge, COMPO called a meeting, and passed the following resolution which our National PresidentElcct, Wilbur Snaper, urges each and every member of Allied to read, digest, and individually assume the responsibility of passing on the said resolution (or a copy thereof) to his local newspaper and editorial writer for use. AIR-WAVE BALLY ATO of Indiana Some time ago we thought it might be a good idea to start a sort of clearing house on exploitation ideas and business promotions that some of our members had used and found successful. A. J. Kalberer in Washington, Indiana, writes that lie has promoted an eight weeks quiz contest over his local radio Station. The radio station liked it well enough to go out and get sponsors so 28 that the deal costs the theatre nothing. Each weekday five people are selected from the telephone directory at random and asked a question pertaining to the program that is currently playing at the theatre. A free theatre ticket is given to each person called and those that answer the question get a cash prize — starting at $5.00 with $1.00 added each day. Questions may pertain to the feature, short, cartoon or newsreel. P. A.'S FOR PR ATO of Indiana Our hats are off to the Indianapolis distributors who have been doing such a fine job of public relations by appearing before various civic clubs and similar groups in towns throughout the state. We have heard in person and by letter what a good job was done. As one exhibitor wrote: "Mr. 's program for the Lion's Club made a deep impression. Perhaps it was because he reached a group who had not attended the movie for months. They set up a round table discussion and as a final touch screened their new picture. I wish you could hear the comments on Main Street. Especially— 'You don't see anything like that on television'. They did a beautiful job and I shall be eternally grateful." Another letter reads: "Following Mr. 's talk to our Rotary Club I saw people at the movies who I know have not been to the theatre in ages. Quite a few people stopped me on the street to tell me what an excellent talk Mr. gave and that they had a new appreciation of the movies." We only left out the names above because we can't print all the comments we received and credit should go to many. NEW AD APPROACH Allied Caravan of la., Neb. & Mid-Central While most industries seems to have turned their advertising over to specialists in that game the movie industry stands pat with the same old adjectives, superlatives, lithographs, repeated and repeated and repeated mats, same old standard "grind-'emout-like-sausage" press releases and always toss in a little sex — even on "JOHN FELL OFF THE PLOW." Advertising, how much and what kind has always been a bug-a-boo of the small exhibitor. That is each theatre's individual problem. A fresh approach is badly needed in this industry both on a national and local level. The different, the novel, bhe thing that's out of the ordinary is worth twice as much as twice its cost in standard ads. Notice how QUO VADIS was handled in the state papers. Just like every other picture. (We're talking about advertising — not selling policy). There was nothing in the ads other than a blown up size to make it look different than any other biggee, And the public has just about been told enough that all pictures are biggees. Look at Kellogg's Corn Flakes ad in the latest issue of LIFE (or is that word taboo) if you want to see a different ad. It's fresl different and we'll bet a buck you'll look it for a full minute. This industry, whic was the originator of clever advertising, ha better sharpen its pencil and get out of th rut. OPS FOOD RULES North Central Allied So many exhibitors have inquired abou the application of prices ceilings to theatre that we are outlining the required OPS pre cedures. The regulations apply only to th food and drink which you may sell in you( theatre, and not to admissions. Under the OPS Ceiling Price Regulatio 11 — if you operate an eating or drinkin place (and the Office of Price Stabilizatio has seen fit to put theatres in this category you must compute your food cost on th basis of per dollar of sales. To do this, yo must keep two records: 1. Your total food sales per month 2. Your total food costs per month If you kept separate records during tl base period showing your total sales of foe and your total sales of beverages plus sep; rate records of cost of each, you must coi tinue to compute your "food cost per doll; of sales" separately. The following outlii covers food only, but you may handle beve ages the same way. To establish your "food cost per dollar sales," first take an opening inventory. Ne: add the food you buy during the currei month, ;>nd then take a closing inventor From these records, you can easily determii how much food you used. For example, during the month you bought five cases candy and used only two cases, you shou charge into your "food cost per dollar sales" only that which you used. The on way to be sure of this figure is by taking i ventory. Folowing are the steps you tak Step 1. An inventory means an act count of every bit of food you have on ha at the beginning of the first day of t month. The best way to do this is to get inexpensive ledger and count or weigh all the food you have on hand, then extend out to dollars and cents and add it up. Tl will give you your opening inventory. Ta your cost from your latest bills. Step 2. After you have completed yc opening inventory, keep right on in the sai ledger and enter each day each bill whetH cash or charge and extend ou the total. Th total each day and carry forward each da total. Step 3. At the end of the month you have a total in dollars and cents of what started with (opening inventory) to wh you add total of what you bought. Now, order to find out what you used, you tak closing inventory. This is done in the sa manner as your opening inventory, closing inventory will be your opening ventory for the new month. Thereafter, repeat the same process each month. FILM BULLETI