Independent Exhibitors Film Bulletin (1956)

€XHIBITORS fORUm Opinions Culled from Organization Bulletins MR. FREEMAN SPEAKS ITO of Ohio Now comes Y. Frank Freeman, head of the Paramount Studio, who predicts the closing of thousands of more movie theatres and adds that this "development might prove beneficial industry-wise". On top of this, Freeman stated that Paramount's average rental from its last 7,000 accounts is $25 and that that revenue is not enough to make it worth while for Paramount to continue servicing them. This week we visited a lady who is operating a small town theatre in this state which is open only four days and grosses about $200 or less in those four days. Every Paramount Picture is $25 on her theatre. They should be $12.50 and $15.00 So, carrying out Mr. Freeman's figure, it is obvious that the last 7,000 accounts must include a lot of theatres bigger than the one mentioned above. Allied of Indiana points out some significant facts about Mr. Freeman's statement. For years, we have listened to similar statements about the cost of serving the small theatres and have overlooked them as merely propaganda for higher film rentals — e.g., every sales call costs the distributor $23.47 and every servicing of a print costs $18.50, etc. But with the problems that thousands of small theatres are now facing, such harrassment from within the industry is inexcusable. And the claim that serving this class of account is unprofitable business is no more logical than to say it is unprofitable for a Department Store to sell greeting cards and spools of thread or for the corner restaurant to sell coffee and doughnuts. And suppose Mr. Freeman's 7,000 theatres do only pay an average of $25 per picture; if Paramount should offer 20 pictures next year, those theatres will each contribute $500.00, or a total revenue of %2>l/2 million. If these theatres were all lumped into one area, it would be possible for Paramount to cease all operation there, but distributed throughout the country, just how much can Paramount economize by writing them off the books? And also, keep in mind that the $3l/2 million is about 6 times the maximum and unprecedented amount that TV ever paid for any production— "Peter Pan". Or admit that these 7,000 theatres are not as profitable as Paramount would like — what would happen to the remaining theatres if they closed? It is in the small towns and subsequent runs that people acquire the movie going habit that later feeds the big metropolitan first runs with patrons. "It's about time for Hollywood to stop trying to hasten the demise of the small theatre." HERE IS YOUR OPPOSITION North Central Allied Most exhibitors will quickly concur with recent observations of Fox's Bill Gehring and U-I's Feldman. First, that the value of the proposed box-office credit plan is convenience, and not to meet the problem of lack of cash. In 9 years, the national cash income has climbed from about $40 billion a year, to $317 billion. Since 1940, the public's spendable surplus over the amount needed for necessities has climbed from $27 billion to $145 billion. Second, a great number of factors are responsible for the decline of weekly attendance at the movies from 83 million to 39 million. Most exhibitors will tell you that their competition arises from many sources, and that TV is not the lone villain. Now Farrell Davisson, reporting in Variety, surveys some of the ways people are spending their leisure time and spare money in other ways than going to theatres. Here are some of the competitors he lists: Bowling: 20 million participants spending $250 million a year for equipment, lane fees, etc. Amateur Photography: 25 million hobbyists spending $100 million per year. Stamp Collectors: 12 million philatelists spending $50 to $100 million. Boating: 25 million pleasure sailors spending $1 billion a year. Fishermen: 30 million nimrods spending $150 million for fishing tackle. Home Gardners: 40 million people digging up their yard spending %\l/2 billion. Golf: zy2 million players spending $200 million a year to play the game. Do-It-Yourself : Millions of new home owners spending $7 billion a year for tools and material. Mr. Davisson points out other competition from backyard swimming pools ($325 million) to skindiving. And, of course, television with its present 35 million set owners. Although we have no answer, we again catalogue some of the boxoffice competition on the theory that the first step in finding a solution to anything is to recognize the problem. It does look as though more of the movie dollars should be spent off the theatre pages in order to reach the above millions. HOLLYWOOD ISN'T HELPING ITO of Ohio Mervyn Leroy, a director of some note, last week told newspapermen that business was off because theatres are dirty. That's a pretty general statement to make and one which Mr. Leroy should know better than to make. Granted he may have seen some dirty theatres; they are certainly not all that way. Hollywood would, if it could, like to dispose of exhibition. This has been evident for years when they have contemptuously referred to exhibitors as "brick and mortar men" and "real estate men". Another example of disdain was shown last week in Columbus. The front pages of the newspapers carried pictures and stories about Bob Hope who was visiting in town with his daughter. They referred to the fact that he was going to Indianapolis to appear in connection with the premiere of his picture. Oddly enough, it was opening here on the same day. Yet instead of being gracious to the press, he gave them a merry run around and played hard-to-get. Needless tc say he was here on his own and not undei the auspices of the theatre. And he boasted j on television that he owned 40% of the pic ; ture. ROSEN HON. CHAIRMAN TOA The naming of Samuel Rosen as Honorary Chairman of TOA's International Convention and Trade Show . . . consummates an! already imposing steering committee of ex-j perienced and positive-thinking exhibitors. This outstanding group of showmen, with preliminary plans already formulated, will guide the proceedings of exhibition's all-important meetings to be held at the New York Coliseum September 20-24. Upon receiving word of Rosen's acceptance to the Convention's top honored spot, TOA President Myron N. Blank, at Des Moines said, "The counsel and guidance of this popular and seasoned exhibitor is essential. We of TOA are very happy he has accepted the appointment." MR. DAFF SPEAKS ITO of Ohio Last week, Al Daff, executive vice-president of Universal in a trade press interview urged that the exhibitor should get back to the basic fundamentals of showmanship to sell pictures. Now this is very good advice but there are lots of pictures, Mr. Daff, that one cannot sell even if, as you suggest, "we have to kick kerosene cans around the street to attract attention". But let's give credit where credit was due. Last week we observed that Universal paid its regular dividend. We neglected to observe that it was doing this while actually increasing the number of pictures it would make while the rest of the companies complained that they couldn't make as many as they used to. At least Universal is trying to help the exhibitor by giving him more pictures. Also, have you noticed the 24-sheet board around on "Away All Boats"? Even if the picture turns out to be a must 50% deal, at least this is making people movie conscious. WANTED Theatre Managers, thoroughly experienced for theatres in the Middle West. Good positions. Answer in detail. Address Film BULLETIN Box 202. WANTED Theatre General Manager, must be thoroughly experienced and familiar with all phases, Buying — Booking — Supervising, for chain theatres in the Middle West. An unusual position for a live and competent man. Answer in detail. Address Film BULLETIN Box 201. Page 20 Film BULLETIN July 23, l?5A