Independent Exhibitors Film Bulletin (1952)

6XHIBITORS FORUfTl Opinions Culled from Organization Bulletins VIVA WHITE! ATO of the Gulf States State-shaving of theatre tax in Mississippi to become effective July 1, 1952, is a memorable accomplishment. In an allied cause, the Mississippi Theatre Owners worked "long and hard" and unturned all stones as obstacles in the pathway of their goal. The net resul* in the reduction of discriminative theatre tax is proof of what can be gained when theatre owners go to work and pursue their aims We salute not only the Mississippi Theatre Owners but the Mississippi Legislators who gave a sympathetic ear to their problems as well. To Mississippi Governor White, we loudly extol our tributes in recognition of his farreaching understanding and appreciation of the Motion Picture Industry as an integral importance to our American Way of Life. FILMS TO TV ATO of Indiana Columbia realizes that they are in business producing pictures to be run by their theatre customers and they have turned down an offer repoited as high as 20 million dollars for the use of their backlog of pictures on TV. Likewise Disney has turned down TV for his product with the comment that TV revenue was "piddling" when compared with that derived from theatres. Disney added that "Our tongue isn't hanging out. We don't have to grope for little money. Theatrical distribution is the only answer." On the other hand, Republic has offered its backlog of product to television. Exhibitors who buy product with which they eventually will have to compete on television will be wise to negotiate the kind of a deal that will give them an extraordinary profit to serve as a cushion for the day when they are competing with that picture on free home television. PLUG GIMMICKS Allied Caravan of la., Neb. & Mid Central Texas COMPO showmen came out last week with a novel idea of publishing a weekly bulletin with showmanship ideas in it. First one had 6 different showmanship "gimmicks" in it. Ranged all the way from putting a one-sheet on the ceiling of the barber shop to posting your sheets upside down. Also the tried and true pasting them to the lobby floor or side walk. Another was to cut up a one-sheet pasted on beaver-board and offer a prize to the one who puts the jigsaw puzzle back together in specified time. All good. All can be done at little cost and all are showmanship. An idea may seem "corny" at first thought, but if it's Breaking Records! "March of Time's 'History in the Making' series is as timely as today's headlines," says showman Norman Elson who has captured the "Lost Audience" with his March of Time bookings. IS IT HAPPENING AGAIN ? Aro the Nazi t coming le pew*r in Germany? Ar« they our Alllet or our future foes? See how II happened the first timel MARCH OF TIME'S TOP SHOCKER T I Plus 20th CinturyFon's High Speed News CwgnM . . . Played to a bigger audience than its sensational 1938 business! "RACE FIXER" Also one reelers ) "UNION OF SOUTH AFRICA" For Bookings: Phil WiHioms, Thcotricol Soles Mar The MARCH of TIME 369 Lexington Ave., New York 17 j f "FOE OF CORRUPTION' 28 different there's a good chance that it is showmanship. One thing to remember about showmanship. Maybe some particular "gimmick" didn't work. Maybe it let you down. KEEP PLUGGING. If every week there is something "different" in the way of a movie ad, a publicity stunt etc., who do you think the citizens are going to be talking about the most? Keep pouring it on. If they are talking about your stunts, they are mentioning the picture and the theatre. PRICE JOCKEYING Western Theatre Owners Admission prices certainly vary around the country. Down Indianapolis way I understand the 1st run admissions are around 65c and when I was in Chicago, Sunday afternoon, killing a few hours between trains, I went to the Chicago Theatre and saw Lone Star plus vaudeville for 55c. Right around the corner they were running Quo Vadis matinee for around a dollar and nearby Death of ft Salesman was single billed, no stage attraction, for 98c. Here in New York i City the 1st runs also vary. Here is a partial' list: Playing Capitol Theatre Lone Star $1.50 Rivoli Viva Zapata 1.50 Warners Retreat, Hell 1.25 Holiday Return of the Texan 1.2C Globe When Worlds Collide l.Soj Victoria Death of a Salesman 1.5C Astor Quo Vadis 1.8C Broadway is the showcase, so they say J but I haven't seen any lines of people trying i to get into the theatres and everyone say?.' j business in New York is terrible, Are w«J| pricing ourselves out of business? — ROTUS HARVEY, Presl j GOOD PR STUNT ATO of Indiana One A. T. O. I. member wrote ever j merchant in town reminding them of th position of the theatre in the business life o the community and thanking them for thei past cooperation with the theatre. He exj J pressed the hope that the theatre and thl merchants might work together to even I greater extent in the future and as a gestun of appreciation the exhibitor supplied tli merchant with a quantity of tickets to I given to the merchant's patrons and carryin copy to the following effect: "This ticket in appreciation of your patronage. If yc will present it at the Theatre yc will receive a 50% reduction in the admisajq price with our compliments. Good for j date". Even at the reduced admission pri'j the exhibitor did way above his avcrai| gross. The merchants were pleased with tl deal because it was assumed by the patn that they were paying the difference betwe the regular and the reduced price. And, of course, the patron was hap about the movie bargain. FILM I1ULLETI