Independent Exhibitors Film Bulletin (1957)

What's Hurtin Our Business? Sindlinger Study Puts the Finger on TV Competition With Our Own Movies One of the major factors responsible for the current decline in theatre admissions, movies on TV, is pinpointed in a recent study released by Sindlinger and Company. According to the research organization, "Nationwide interest in Hollywood's movies is at an all time high — but greater for TV showings than for theatre showings." To counter the public's belief that all current movies will be seen on television in the near future, Sindlinger believes "the tranquil Movie-TV marriage must be exploded" and that a solution can be found by directing the public's interest away from movies on television to movies in theatres and withholding movie product from TV. The survey cites figures to substantiate that a goodly number of people still consider going out to motion pictures and it is the industry's job to transform this consideration into ticket-buying. Reprinted here are major portions of this interesting, illuminating study. The time has come for the Industry to stop procrastinating, and think! The day is gone when there's nothing wrong with the Industry that a good picture won't cure — every theatre has recently played many good pictures that didn't do business — and every showman knows it. Theatres are not going to build business with slogans. Don't rationalize that the July slump was all caused by home air-conditioning and traffic problems. Don't be misled because the ad-pub boys work hard and plant with gusto — one can work just as hard peeling potatoes as sharpening a diamond — the energy is the same but the result is different. And don't blame the July slump on product per se. Those who have seen July product like it generally (there are a few exceptions, of course). But do not forget that the way product is presented to the public is almost as important as the product itself. In today's market — a showman's past experience and method of selling are actually handicaps. Past experience — the way things use to be done — will not sove today's competition for moviegoing time. This report, in summary shows: (1) how exhibition this summer is being robbed of its most vital and effective means of communication — talk-about or word-of-mouth, (2) how nationwide interest in Hollywood's movies is at an all time high — but greater for TV showings than for theatre showings, (3) how the public — through Industry complacency — think and expect to see all current movies on TV — some think even next winter . . . the /'// wait for it attitude is becoming stronger each day, and (4) how the first step in any constructive business building campaign must start at the root of the problem; i.e., the tranquil Movie-TV marriage must be exploded. Although a complete divorce may not be possible now — because of the dependent created through the shotgun marriage (Movies on TV) — a trial separation ought to at least be tried. SUMMER OF 1957 vs 1956 Average weekly total attendance this summer, as compared with last summer, is shown by the chart below. CHART NO. 1 The chart above present average weekly total attendance; i.e., including paid and free, at both 4-walls and drive-ins. The following chart shows adult attendance only — where the important money comes from: Week This Summer Last Summer % Ending 1957 1956 Change June 1 40.147.000 30,824,000 ; 30.2% June 8 42.952,000 36,316,000 + 18.3 June 15 44,455,000 37,839,000 17.5 June 29 44,960.000 42.674,000 5.4 Average for Month 16.2% 5.1% July 6 47,053,000 49,604,000 July 13 53,969,000 54,247,000 0.5 July 20 50,802,000 57,542,000 11.7 July 27 46,575,000 63.500,000 -26.6 Average for Month 11.8% 30.3% August 3 49,937,000 65,048,000 August 10 60,458,000 August 17 63,072,000 August 24 65,518,000 August 31 67,245,000 (Continued on Page 10) Film BULLETIN October 28. 1957 Page 7