Independent Exhibitors Film Bulletin (1959)

V, /lewpotnts JANUARY 19, 1959 * VOLUME 27, NO. 2 Joe Exhibitor; *Give ACE Every Chance9 To the Editor, Film BULLETIN Dear Sir: My failure to write you during the past several months has not, believe me, been due to any lack of interest in our industry's problems or in your fine publication. Like practically everyone else in the business — and especially in the exhibition end — the personal effort required to meet day-to-day problems of existence does not leave much time for an average exhibitor like myself to expound on the larger, overall issues. But I do keep abreast of things by a thorough reading of the trade papers, and now I am at hand again to ask if you can find space in Film BULLETIN for my views on a very serious subject. A few months back, I read your editorial urging the two national exhibitor organizations to find a basis for collaboration, because, as you said, "disunity is a luxury exhibition can't afford" in these times. I intended to write you a note of congratulations at that time, because this idea of exhibitor unity struck me as the most essential need of the industry. Through the past few years, I have watched my own business, and that of most exhibitors, sink lower and lower, and all the while exhibition as a group remained divided. My own sympathies were always with Allied, since I felt that group sincerely sought to protect the interests of the average exhibitor who lacked the individual power to cope with the film companies. But in the last year or so I became firmly convinced that the troubles that plagued me plagued all theatremen, large or small. The pressures that the film companies applied to me, they seemed to apply, in varying degrees, to the circuits, as well. The policies of reducing the number of pictures they produced and of withholding the good films for the holiday breaks affected every exhibitor. The sale of the pre1948 pictures to our free entertainment competitor, TV, hit the chains as hard as it hit me or any other one-theatre exhibitor. In my opinion, this one colossal blunder alone was enough to forfeit any claim that the film executives might have had to industry leadership. With only a very few exceptions, their lack of judgment and foresight would preclude them from occupying policy-making positions in any other front-line industry. There is no question in my mind that we have men in exhibition who know what can and what must be done to revive our business. Why, then, should not exhibition take over the leadership of this industry? A solid front of the whole theatre branch could effect the reforms in our business which will never come from the film companies without prompting or pressure. The idea of an American Congress of Exhibitors was an inspiration. Here we are given an opportunity to stand together — the 18,000 theatres in this country — to say what we want done to put the business back on a sound footing. I don't mean to sound like I'm suggest BULLETIN Film BULLETIN: Motion Picture Trade Paper published every other Monday by Wax Publications, Inc. Mo Wax, Editor and Publisher. PUBLICATION-EDITORIAL OFFICES: 123? Vine Street, Philadelphia 7, Pa., LOcust 8 0950, 0951. Philip R. Ward, Associate Editor: Leonard Coulter, New York Associate Editor; Berne Schneyer, Publication Manager; Max Garelick, Business Manager; Robert Heath Circulation Manager. BUSINESS OFFICE: 550 Fifth Avenue, New York 36, N. Y., Circle 50124; Elliott Ames, Editorial Representative. Subscription Rates: ONE YEAR, $3.00 in the U. S.; Canada, $4.00; Europe, $5.00. TWO YEARS: $5.00 in the U. S.; Canada, Europe, $9.00. ing that we will dictate terms to the film companies — nothing like that. But what we can do is present a united front on all basic issues that affect all exhibitors alike. ACE can accomplish this, if it is allowed to organize fully and grow into the recognized voice of exhibition in the U. S This is what I hope for — because I frankly believe that ACE may be our last chance for survival. What bothers me, and prompts this letter, is that some of my old associates in Allied seem to resent the development of ACE. They talk of a showdown between ACE and Allied, and I don't want this to be the case. As I understood it, both TOA and Allied were to remain as independent organizations, with ACE serving as an allexhibition body that would set up a dynamic program to deal with all the basic problems that beset the theatre branch of the industry. In these days that try theatremen's souls, I want ACE and I want Allied, too. If that's seeking to have my penny and my cake, too, so let it be. I need both. I want Allied to be there in case ACE should fail — and I want Allied to fight in the courts and in the Congress to help me save my business. But right now, I believe, the big hope for me — and for every exhibitor — is in the American Congress of Exhibitors. Until this new organization with the big job to do has had the opportunity to get it done, I hope Allied will disperse with quibbling about prerogatives and stop talking about folding its tent. Right now, 1 believe Allied must give ACE every chance to succeed. In that w.i\ it will best serve the interests of its own members, as well .is the exhibitor body as a whole. Very sincerely yours. JOE EXHIBITOR Film BULLETIN January 19, 1959 Paqe 5