The Film Daily (1938)

16 DAILY = Wednesday, November 2, 1938 Trade Problems Solution Ready in Week, Rodgers Hints Metro Sales Head Attacks Gov't Interference With the Industry (Continued from Page 1) indicated when Rodgers said that if the present convention had been held a week later, a fair trade practice program would have been announced— a program which could be considered as a yardstick "by which we could govern our future operations." Hits Gov't Regulation In discussing industry problems in general, Rodgers aimed his attack on government interference or regulation of the industry. "That we have created some causes for misunderstanding is admitted," Rodgers said, "but our inuustry growth has been rapid and -t is, therefore, not strange that some irregularities would exist. .None, however, are so serious as to justify outside agencies cutting a pattern fashioned to destroy the very principles of our business which has caused all of us to prosper with the development of our industry." In commenting on the Neely and Pettingill bills, Rodgers declared there was not one company of importance which could or would successfully operate under their provisions. Rodgers said that the few injustices that may have resulted from block booking have been magnified and that little of its virtues have been presented. Selling of pictures in groups, he said, would piove economically unsound for anyone who has millions invested in product to sell in "any such fantastically described manner." Asks Self-Regulation Under the provisions of the Neely rnd Pettingill bills, every producer would be forced to place his individual product on the auction block, he continued, and this would necessarily increase the price of the merchandise. He stressed the importance of self-regulation and asked that every exhibitor support this principle. Rodgers paid tribute to Ed Kuykendall for his efforts in assisting n the promotion of the trade parleys and to the organization for its support. Rodgers left last night for Chicago where he will convene tomorrow with the Allied trade practice committee. He stated that many of the issues involved have been mutually agreed upon in principle. H. V. Harvey of San Francisco it's Col. Golden Oklahoma City — Edward Colden, Monogram, vice-president, is now an Oklahoma Colonel, the first film man to be so honored. Ceremony took place yesterday in the office of the Governor, with Tex Ritter bestowing the honor as representative of the Covernor. Side Glances at MPTOA By ERNEST W. FAIR; OKLAHOMA CITY UADIO and films put on a sister act here yesterday when Hollywood's contingent at the MPTOA convention went on the air from KOMA, with program, "Oklahoma's iSalute to Hollywood," being carried by 36 stations of the Oklahoma and Texas State networks. Among those to face the mike were Gene Austin, Marie Wilson, Olivia de Havilland, Margaret Lindsay, Jane Bryan, and Mickey Rooney. Princess Wat-as-wanoa, in native costume, addressed the MPTOA convention yesterday on "The American Indians." The Princess is a Harvard alumnae. Yep, plenty of Western color at this convention. National Screen Service is issuing a mimeographed daily bulletin called "The N S S Scoop." In addition to giving the low down on the highups, its copy includes informative information such as the following: "Special phone number — ring 2-2538 and ask for May. If May answers, hang up." M. A. Lightman and film stars attending the convention were the hosts at an exclusive press party in the pent house of the Hotel Black yesterday. Following its usual custom, M-GM has two pretty girls, in military costumes, strolling through the lobby with candy kisses. The Oasis for munchers is the Burch popcorn machine display where free corn is supplied at any time. . .that of course doesn't help make any sales for Burch! The Indians got Ed Kuykendall, too, presenting him with a mammoth beer mug suitably inscribed and feather-dress to boot, not to mention the title of "Chief of the Moving Shadows.'' The Dallas Variety Club has set up a suite of rooms in the Biltmore and is host to all Variety men attending the convention. Mickey Rooney was made a member with appropriate ceremonies. The radio stations are on the job, — KOMA met all planes of visitors and held a studio party for the visiting stars and delegates while WKY met Mickey Rooney at the station and broadcast the parade for him. The wires are hot with telephone messages, the boys calling Hollywood, New York City and what have you — ■' spoke on delayed allocation, recommending seven days time after firstruns be established in key spots to give exhibitors a chance to book them correctly and exchanges an opportunity to have available a sufficient number of prints. This allocation setup, Harvey pointed out, should be for each key center as a single national setup would be unfair to the distributors. At the morning session, Harold Rodner, of New York, chairman of the Will Rogers Memorial Fund explained the operating setup of the Saranac Lake project and told exhibitors they should not hesitate to send any underprivileged employe to Saranac. The exhibitor in making application, however, must guarantee that a job will be waiting for the employee upon his discharge from the sanitorium. Rodgers Denies Report He'll Head Variety Club Oklahoma City — Reports that William F. Rodgers would be chief barker of a proposed New York Variety Club were emphatically denied yesterday by Rodgers who told The Film Daily that if such an organization was started, he more than likely would join and support it, but that he had no time to sponsor or head it. Great Crowds Welcome Warner Bros. Stars at 0. C. Oklahoma City — More than 2,500 Oklahomans drove 10 miles to the American Line airport yesterday morning to welcome five Warner Bros, players as they arrived to participate in the MPTOA convention program. A radio hookup and newspapers thoroughly covered the event. A band added to the festive atmosphere. Another great crowd lined the streets of Oklahoma City and congested the area around the Biltmore Hotel to enthusiastically greet Oliva De Havilland, Margaret Lindsay, Jane Bryan, John Payne and Marie Wilson who made personal appearances at the MPTOA, Chamber of Commerce and Rotary Club luncheons. Later they took part in a natinoal broadcast from the MPTOA convention hall, and were guests at the annual MPTOA ball last night. Murphy in Circuit Post William P. "Bill" Murphy, for nine years with Erpi, yesterday became general manager of the Lockwood and Gordon circuit, operating theaters in Massachusetts, Maine and Rhode Island. Murphy will maintain headquarters in Boston. Exhibitors Fall Down, Says Warner Executive (.Continued from Page 1) of advertising and publicity for Warner theaters, told the Mf^OA convention here yesterday, v/ Taking as his theme, "What's wrong with the exhibitor?", Goldberg fired these blasts at the assembled showmen: "You think Hollywood has fallen j down on the job. I think that we, you and I, as exhibitors, have fallen down on the job." "A great majority of us .... do not know how to sell pictures of merit that have no natural b.o. draft." "It is the job of exhibitors to find, and fetch to the box-office, those audiences who will take their entertainment, plus an idea." "In the period through which we have been passing, every highly efficient theater operator knows, if he studies his figures at all, that it is the extra 10 or 20 per cent constantly obtained from pictures which look difficult to sell, which represents a considerable portion of his net profit at the end of the year." "Not only who's in it, but what's in it, are the questions which an exhibitor should simultaneously ask when he prepares to sell a picture." "In the nature of things, it is probable that Hollywood will never be able to create enough stars of top rank to satisfy the exhibitors of the country through 52 weeks in the year." "The studio publicity organizations cannot do a national job in selling on all pictures." "I am not claiming that every experimental picture, merely because it ventures into a new field, should and can, find a paying audience. But I am saying that these productions deserve better box-office treatment than most of them receive." "The gross you don't get today never comes in the box-office tomorrow. The question we (Warners) alwavs ask ourselves is. where is the public that will buy the picture we plan to sell and it's our job to find the public." "Hollywood blunders, registers popular opinion slowly, but compare Hollvwood production to European product, especially to the totalitarian States, and you must admit that Hollywood with all its inefficiency, creates the most satisfvine entertainment on earth for all the people." Disappearing Screen London (By Cable) — Herbert J. Rowse. architect, is the inventor of a unique motion picture screen to be included in Liverpool's new orchestral bui'ding. Philharmonic Hall, to be opened in January. The essential feature is that the screen, with its proscenium arch, sets of curtains and its sound equipment, is movable in one unit and can be sunk into a well below the level of the stage, leaving the stage entirely clear for orchestra concerts.