Independent Exhibitors Film Bulletin (1952)

6XHIBITORS FORUfTl Opinions Culled from Organization Bulletins COMEDY CRUSADE Allied of la., Nebraska Maybe it's not crusading, maybe it's not art, maybe it's not progress, but it could be that it's box office if we'd have a few less art and message pictures and a few more comedies. Somebody recently made a stir in the trade press by demanding more comedies. This is just an echo of the same sentiment. This question has been urged as long as there have been movies — whether or not to sell the people what they want, or crusade an artistic cause and raise the public taste. The latter is highly commendable. We hope there are always crusaders, but of late the army of artistic crusaders has been calling up more draftees than the Department of Defense. Is it just that people are more sophisticated today? It is because people are tired of name-personalities? Is it because the comedy well has run dry? Or is it because in these troubled times the writers, producers et al think it is time for the people to take a little more sober look at things0 Agreed, that the biggest piece of propaganda to ever hit the American scene in the past thirty years was the old song "Life is Just a Bowl of Cherries", and we shouldn't expect to tell people that there is no beauty, no virtue, no honor, no patriotism, none of the higher principles of life — just goofy laughter. But, the cost of crusading the art may be campaigning us into a popcorn business that merely shows films as a sideline. TRAILER OSCAR Allied Caravan It is probably too big a project to line up a committee of exhibitors, and the project i> probably too important to be handled by such an "august" body, but shouldn't we award some kind of an "Academy of Blunders and Guesses" award for the best and worst trailers of the year? (At least this is something new in the industry.) For fear this momentous program may never be accomplished, either from lack of funds or united action in the industry — neither unheard of circumstances — we will shoulder the burden of picking the winner this year for the best trailer and award the sock full of warm mush to Metro-Goldwyn-Mayer for the fine trailer on "Carbine Williams". (National Screen Service should fork over -1 Vice-Presidents and the revenue from this year's dated Christmas trailers for the use of the guy who made that trailer.) We'll dispense with picking the booby prize trailer — there are so many of them. 'FAIR' TREATMENT ITO of Ohio The exhibit cost us much more than wc ever anticipated it would. In an effort to recoup some of the losses, we asked each company to refund to us the cost of shipping the material back to the studios. First to respond was Universal, for which we owe l irote of thanks to Maurice Bergman. We have also just received1 word from Para mount with a check and the following comment : "While your request for reimbursement in connection with the return of the material to Paramount was not anticipated, I agree that the burden of such a deficit should not be borne entirely by you. I know that a great deal of good-will and public relations for the motion picture industry ensued from your Fairs and for that reason I believe that we are warranted in reimbursing your organization for the expense you went to in returning Paramount's part of the exhibit. ' Teet Carle, pub. mgr. M-G-M, RKO and Disney have turned us down. Warner Bros, are still considering. PRESSURE COOKER ITO of Ohio Many an exhibitor has made a deal against the dictates of his good business judgment because one group or another has been maneuvered to use their influence. Allied of Iowa-Nebraska shows how to combat such pressure. The Most Reverend H. P. Rohlman Archbishop of Dubuque Dubuque, Iowa Your Excellency: Many of the members of the Allied Independent Theatre Owners of Iowa and Nebraska have brought to my attention a matter that could cause bad relations between ourselves and the Catholic Church. A great many members of the clergy of Iowa and Nebraska, and in all probability yourself, have received invitations to see the new Warner Brothers' motion picture "The Miracle of Fatima". You and they were led to believe at that time that this picture would be available for showing in the theatres in the very near future. Many of the Priests and church organizations have been asking our member exhibitors when they were going to show "The Miracle of Fatima"; The Warner brothers, producers of this motion picture, have either not made it available to the theatres of Iowa and Nebraska or where it has been made available the Warner brothers have assessed such terms for showing it that our members cannot make a profit. Be assured, Your Excellency, that the theatre owners of Iowa and Nebraska wish to do everything reasonable within our power to show "The Miracle of Fatima". In the Parishes where this picture is not exhibited, the blame rests entirely upon the Warner brothers. Sincerely, Charles Niles Anamosa, Iowa Copy sent to every Roman Catholic Bishop in the area. NEWSPAPER ADS Allied ITO of E. Pa. One of the most encouraging phases of the Philadelphia tax campaign is the atti Hide of the daily newspapers. Thus far, the Evening Bulletin, which is very influential, and the Daily News have printed editorials in favor of Admission Tax repeal. The Bulletin said, in one of the paragraphs of the editorial : "Amusements are subject to a levy of 30 per cent on their gross receipts, two-thirds of which goes to the Federal Government and the remainder to the City. Our merchants correctly represent that a two per cent sales tax would adversely affect the volume of their sales. It is reasonable to assume that a sales tax 15 times as great is a contributing factor in diminished attendance at amusements whose patrons have to pay it." "... No group of Philadelphia business men ought to be obliged to bear excessive taxation to make up for other groups' delinquencies." One of the paragraphs of the Daily News editorial is as follows: "The amusement tax originally was levied as a 'luxury' impost, just as many excise taxes were placed on so-called 'luxury' merchandise items. But the amusement tax, just as the excise levies, has outlived its usefulness. There are too many ways of obtaining entertainment today, without paying a tax for such a levy to be effective. The returns are diminishing so rapidly that, unless it is repealed, the injury it has caused the amusement industry will become more serious and it actually can cost the city money to collect it." LOCAL PROGRAM Allied of la., Nebraska One of Allied's better showmen and owner of Iowa's most beautiful theatre, Jim Watts at Osage, reports on his experience with the running of "The Osage Story" — a 60 minute 16mm feature that is made in the home town and later projected from the theatre screen. Jim did very outstanding business with this program for three nights and am sure would recommend any town or county seat size to tie up with the same program. Ted Mendenhall in Des Moines is promoting the picture. We saw his program in Osage and it is a sure-fire money-maker. The nice part of it is — the film is yours and you can re-show it every few years — and if you think that can't be done, we did it here in Elma last winter and with it 20 below zero with a film ol home town stuff from 8-12 years old and packed 'em in for two nights. These home town movie deals are always sure fire if you don't over do them. HOUSEKEEPING CHEAP Allied Caravan of la., Neb. Reminder on the importance of good housekeeping. It's always a pleasure to walk into a neat, attractive and well-groomed theatre. It's always a let-down to walk into one that is dark, dusty, littery and run down. We might not be able to afford renovation, but good housekeeping is cheap. Remember that your are selling romance. There is nothing romantic about an un-romantic looking theatre. 12 FILM BULLETIN December I, 1952