Independent Exhibitors Film Bulletin (1963)

Wtet Tfiey'te hiking About □ □ □ In the Movie Business □ □ □ STUDENTS & THE MOVIES. En masse, the secondary school and college population of the U.S. represents a lush and pregnant patronage bloc, one presumably ready for the picking. An insight into its magnitude may be gleaned from the following figures. Weekly film theatre attendance in 1963, according to an estimate of the U.S. Department of Commerce will run close to 43 million. The combined high school and college population approximates 21 million. Few among these are not film fans. Virtually all are potential ticket buyers with money in their jeans, consumers, seekers of recreation, entertainment-oriented. If each student purchased but one admission per week, the industry would achieve 50% of its attendance and substantially reinforce its future. Without question, the student assemblage is the most significant and fertile sub-division at large — significant because of its numbers and, in a general way, its unanimity of interests; fertile because of its youth, leading to an ability to shape and nurture moviegoing habits. Having once won over this increasingly discerning patronage bloc, the industry is assured of continuing loyalty as it emerges into adulthood. As the student population re-cycles, added to it is a growing postgraduate segment of repeat customers. 0 This is the potential. But are theatremen and film makers tapping this rich vein to the fullest? Regrettably, the answer would seem to be no. A check of exhibitors in various sections of the country indicates that little in the way of special direct action is undertaken to lure this large, latent audience into movie theatres. Here and there, in isolated situations, exhibitors make an effort to chase after student groups specifically, and generally in terms of one-shot promotions. Nor do the film makers show more perception. Many students profess that Hollywood neglects their essential interests while pandering to synthetic values and tastes, which are both over-sold and patronizing. Little effort is put forth by any branch of the industry to impress the values of such films directly upon student groups, perhaps through a basic lack of understanding of their essential moviegoing requirements. 0 These opinions have recently come to light as a by-product of an Audienscope, Inc. study of Most Preferred films in which consumertype students were polled as one strata of a national sample. The biggest complaint dealt with admission prices. A vast number felt that special student prices were both realistic and necessary. Students in general, said they, possess modest spendable income. This becomes especially poignant in the dating context, when, as many coed respondents averred, prices serve as a deterrent to moviegoing. Quite a few felt that mid-week admissions should be reduced, indicating that study schedules permitted various moviegoing opportunities at these times. 0 The consensus of college students in particular, who as a group now number about 5 million, is for more light comedy and less "sick" movies. "I'm sick of Tennessee Williams stories," was an oft-recited refrain. The real hunger is for identifiable people and situations — people in stories that are meaningful to young persons about to strike forth in the world, enter military service, marry and raise families. They are all for serious pictures. But they want them to be "thought-provoking." They ask for more foreign pictures, and for "foreign-type" pictures. They are looking for a framework of reality in which they can see themselves and their world — at least as they see it. They adore the antic style of Doris Day films and their sexually understated modulations. They are currently against spectaculars in the sense that they feel above them, that they are offended by mere size without substance. This is an interesting, and perhaps deadly attitude, and one well worth heed. They would like to know why more films are not made dealing with the variegated aspects of college life, which according to a fair number of pollees "should make a great deal of money." Some respondents, Audienscope reports, said there hasn't been a really outstanding film on this subject since World War II — and that a tremendous number of people have experienced college life since that time. And, oh yes, several said they would appreciate fresher popcorn, please! Film BULLETIN December 23 1963 Page 3