The Film Daily (1929)

Thursday, October 31, 192|l' Obligation toJ'Little Fellow >> Citel INDEPENDENT'S FUTURE HELD SELF-DEPENDENT Memphis— There always will be a large following in his theater for the "alive, independent exhibitor who operates his theater properly, and sells his personality to his own community," for both the industry and public need him, Sidney R. Kent, general manager of Paramount, stated in a letter read at the M.P.T. O.A. convention here yesterday. Kent, who is chairman of the distributor adjustment committee, reported to the convention that 3,800 contracts have been rewritten by distiibutors, reducing rentals by $1,300,000. Commonsense co-operation, he said, on the part of all branches of the industry, is necessary to solve the problems within the business. "The fact that producers are on one side and distributors on the other means just this," continues his letter, that although we are on different sides of the fence, when it comes to our commercial negotiations for film, we still have this much in common — that it means a livelihood for both of us and for us to stand like opposing armies, sniping at each other, resorting to poison gas and every other method of attack, is as silly as one army divided against itself, one side fighting the other. "I have yet to see any reform in this business secured by coercion or legal procedure, while on the other hand, those steps that have been taken in common sense cooperation have come through a group of men sitting openly around a table and discussing their mutual problems. "We are all in the motion picture business. It is a business in which we are making our living and out of which we are supporting our families. We have a joint obligation of maintaining its supremacy as a moGerate priced amusement for the American people and we should take joy from that thought by standing together, shoulder to shoulder, in keeping it supreme throughout the world. "Too many discussions in the past have been marked by unnecessary bitterness — a biting bitterness such as is found only in combats and which has no part in dealings between business men. Says Both Sides Must Recognize Other's Rights "If any fair-minded man is not willing to admit today that the time has gone by for these old-fashioned, old-time methods, then I think all of the constructive work that has been done is indeed futile — but I cannot believe this to be the case. Each side must recognize the problems of the other or there can never be any fair basis on which minds can meet. With all of the sabotage and tearing down that has existed within the industry, without any constructive remedy being offered, what has it all brought? Show me 217 Fires Memphis — Two hundred seventeen fires costing $465,000 were experienced by picture theaters last year. Twenty-five per cent of the number originated in the booth. These are the figures given to the M. P.T.O.A. convention by Fred Weir, agent for the Hancock Insurance Co. 1 heir^Comparisons the Same Memphis — Great minds run in the same channel, it was emphasized when Sidney R. Kent's message was read here yesterday at the M.P.T.O.A. convention. Kent's statement compared the business of the independent exhibitor to the development which brought about a change in the Ford car. Ten minutes earlier, C. C. Pettijohn of the Hays' office had made exactly the same comparison, paralleling Kent's thoughts almost sentence for sentence. Larger Towns to Continue to Wean Business from Small Ones one single gain that has come through anything other than common sense cooperation. "If a man or an industry feel that they are to be damned in any event, and if, in spite of the constructive things that they want to do, they are to be pounded anyway, then we get the feeling of 'What's the use? No matter what is done, the answer is the same,' "We have lately had the greatest example that could be given to business throughout the world of what open and frank discussion means in settling old and aggravated problems. When Mr. Ramsay MacDonald came to this country and sat down on a levee by the Virginia River with the great President of our own country, problems from which civilization had suffered for centuries, were brought out into the open and a settlement now seems imminent, after centuries of futile, behind-the-door negotiations. This should serve as an inspiration to any industry and prove that there is no problem after all, between men in a business, that cannot be better solved out in the open on top of the table, than by long-distance sniping and useless agitation." To Lightman, Kent wrote: "I am happy to see a man of your type leading the exhibitors of the country. With us you have put your cards on the table. You have dealt with an open mind and this type of dealing will, in my opinion, bring out the maximum amount of good and harmony that can be gotten out of our respective situations. There has never been any doubt on our side of the fence, as to what you meant by what you said. "I was chairman of the distributors' committee with you and your committee in New York for almost two weeks' time. This practical cooperation brought relief to hundreds of small Exhibitors throughout the country. While the figures are from four to six weeks in arrears, we have records of approximately 3800 adjustments having been made, with figures of two of the Companies still missing. These adjustments run up to about $1,300,000. Not All of Deserving Have Received Adjustments "While we do not state that every exhibitor who deserves it received an adjustment, we do believe in this way many have been able to tide themselves over and stay in business through our joint cooperation — a result that never could have been accomplished by threatening, coercion or sabotaging methods. "We want to see this cooperation continue; and I want you to know that my contact with the other producers and distributors has shown me that they are fully aware and ready to recognize the position of the small, independent exhibitor in this country. "However, it is well at this point to discuss where we are going with the changing conditions we now face. What is the future of the small, independent exhibitor? When I say independent, I mean that type of exhibitor standing alone, making his living out of the operation of his theater, with no open or undercover affiliations upon whom he can draw for support. "Today, one must be a student of economics in order to realize what is going on in the world of business. Influences outside of our own industry help to shape the course of our own business. This is a day of widespread chain operation in every branch of organized industry. Even the banks, the last to succumb, have finally gone in for chain banking throughout the states. Banking is being done today on the chain basis, and only a few years ago everyone thought it was impossible. However, this doesn't necessarily mean that all the independent banks in the country are going out of business. The live, up-to-date, alert banker will maintain his place in the community, and in my opinion, will have an advantage over the chain bank. Sees Real Future for Live Independent Showman "Just the same, as I believe, the alive, independent exhibitor who operates his theater properly, who sells his personality to his own community will always have a large following in his theater. "If you will examine closely into the status of the independent exhibitor today, you will find the course he is taking is not much different from any other widespread operating industry. Thousands of small, independent exhibitors and small chain operators, have sold their business at tremendous prices. Others who have stayed still are bound to lose their place in the sun unless they keep pace with the amusement demands of the public. "There is a certain psychology back of all this, if one wants to recognize and see the truth. We have heard many of the ills of the independent exhibitor laid at the door of the chain theater operator; but what of the thousands of small exhibitors who have no chain theater competition and whose business has still suffered to some extent? There is a percentage of independents in this business, who, in my opinion, doesn't count. "Many of the small-town exhibitors are at a tremendous disadvantage in operating their theaters due to the fact that they haven't been able to purchase sound equipment, either at a price satisfactory to them, or to get the quality machines they desire at a price they can pay. This condition, in my opinion, is only temporary and will be remedied within the next few months. Says Public Demands Different Presentation "However, even with the installation of sound equipment, the exhibitor must recognize that there is a basic public demand for entertainment presented in a different way, and I will illustrate what I mean : You all remember the story of the Ford car. The best car for the money was put out by Ford, and yet, he was forced to change his model to please more than the sense of value. He had to please the sense of vanity, the sense of comfort, the sense of color and of style. "It is no different with your theater patron today. They are not satisfied with many of the old shooting-galleries, improperly kept and improperly run, that answered the purpose a few years ago. Today, not only must you give the public entertainment. You must give it to them in a comfortable seat, among clean and beautiful surroundings and in an up-to-date manner. This doesn't mean that the small-town operator must build a theater entirely out of proportion to the possibilities of his town ; but it does mean that no matter how small his theater may be, he must operate it in such a manner and so conduct it that it pleases as many of the 3,800 ADJUSTMENTS HAVE BEEN MADE, KENT REPORTS {Continued from Page 1) committee on adjustments, was unable to attend the Memphis session due to business pressure, but addressed the meeting through a letter to M. A. Lightman, president. Kent's declaration of distributor policy, known to have the sympathetic support of Will H. Hays, was the highlight of the first two days' meeting, and was received with enthusiasm. Kent's statement dwells upon the future of the independent producer, praises leadership of M. A. Lightman and assures exhibitors that producers and distributors want to work in CO-: operation with them for solution ob all problems. senses of enjoyment of his public as they demand. "With good roads and the automobile, with a natural tendency away from the small town to the big centers of population, it becomes all the more vital and necessary that the small town Exhibitor be alert and be a modern merchandiser in every sense of the word in an intimately operated theater,' in order to offset the natural disadvantages inherent in small town operation today. "These are not impossible situations 9 meet, as attested to by the fact that man; independent exhibitors are doing better todays than ever before especially where sound has been installed. "If the large operators, who today control big circuits, did not build them, someone else would have built them. The general tendency in business has been in this direction since the War and no matter what the: ambition of anyone in the Industry might i have been, this business could not have remained in a status that is considered almost old-fashioned today in operating a nationwide industry. Chain Development Can't be Stopped, Kent Declares "These are conditions that you may not like; but that neither you nor I can stop. How far they will go depends upon the brains and wisdom with which they are handled. If the chain operation of small theaters is not conducted on a very careful and wise basis, these theaters will pass back into th« hands of independents without any question of doubt. "There has been a great misunderstandi among all of us with regard to sound. Wr the industry went through in all its branchi needs some analysis. First, a change was necessary and the old silent film was dying— and no one now can refuse to admit this fact, so that it was vital to the producer and the exhibitor as well, that this new form of entertainment be generally admitted. Exhibitors rushed in, in the beginning and {Continued on Page 9) Urges Co-operation Memphis — Co-operation with exhibitor organizations was urged at the M.P.T.O.A. meeting here by C. C. Pettijohn of the Hays office. He pointed out that "it's a cinch exhibitors have to put in sound if they're going to live." Pettijohn paid tribute to M. E. Comerford as a leading independent. \