The Film Daily (1932)

THE Thursday, July 14, 1932 -^^ CONN. If 10 10 FIGHT EXCLUSIVE RUN POLICY (Continued from Page 1) such distributing companies. The resolution specifies "that we immediately retain counsel and attorneys and enlist legislative sympathies in our own State, the United States, and the Department of Justice for the enactment of such measures as will adequately protect us, and that we utilize our screens, newspapers, and any other available advertising media to justify to our patrons, our position in this matter." 70 St. Louis Theaters Dropping Bargain Nights (Continued from Page 1) cut-rates practices that were threatening complete ruin. The penny nights started in some of the smaller neighborhood houses as a means of stimulating business. Originally one such night was held each week. Opposition houses met this competition by two penny nights, and other houses came through with a policy of two admissions for the price of one. Gradually the practice grew until there were two, three, four, five and finally six cut-rate nights in some of the houses. For a while the novelty increased attendance, but after a few weeks the average audiences were no larger than before the bargain bills were instituted. Committee to Supervise Arbitration Agreement (Continued from Page 11 and Cedric Gibbons will be alternates. The new pact is regarded as a victory for the employees and will be tried out for one year. It applies only to individuals under contract for one year or three pictures. Studios having individuals under contract must make bona fide renewal offers before requiring competing studios to make known their terms offered. STAGE SHOW AT MISSOURI St. Louis — First stage show to play the Missouri in two years will be Lew Leslie's "Rhapsody in Black," which open July 22. COMING & GOING COL. FRED LEVY of Louisville is in New York for a few days on business connected with his Principal Theaters. EDWARD and VICTOR HALPERIN are in New York from the coast. MR. and MRS. MARTIN JOHNSON arrive in New York tomorrow to prepare for their appearances with the world premiere of their Fox film, "Congorilla." which opens at the Winter Garden next Thursday. WARREN WILLIAM and BETTE DAVIS, Warner stars, are expected to arrive in New York Monday on the first lap of a personal appearance tour. CHARLES SPENCER CHAPLIN, TR.. and SIDNEY EARL CHAPLIN, leave New York today for Hollywood to begin work in their first Fox picture. DAILY ALONGJ^IALTO PWLMDALY NEW YORK. LOS ANGELES • • • IT HAS occurred to us that this industry could profit enormously by following the policy of Henry Ford in marketing two widely differing products the Lincoln and the Ford for when you start to dissect his problems and ours you encounter a remarkable similarity the only difference is that Henry has exercised horse sense in his selling plan whereas our sales plan has made a horse's necktie out of us * * * * • • • WE ALSO have our Lincoln line and our Ford line major and independent product but we jumble them both together our plan of production and distribution forces the Ford to compete with the Lincoln which is economically unsound we make it tough for the agents the exchanges and indie exhibs handling our Fords and we hopelessly confuse our buying public some desire and can afford to pay for a Lincoln whereas a great majority are thoroughly satisfied with Fords. • • • IT SEEMS to us that Mister Ford has clearly established the fact that Lincolns must be sold to the discerning few who can pay for them on Quality, Class and Exclusiveness whereas the Ford is geared to the pocketbooks of the vast majority on Performance and Economy and he goes out and sells them accordingly with separate sales organizations he is selling two different types of transportation entertainment that do not cut each other's throats he recognizes that the American buying public is composed of both Class and Mass and must be appealed to with product entirely distinct from each other so he collects at both ends and in the middle very successfully • • • EVEN AS Henry is trying to sell ALL the public motor entertainment we are trying to sell 'em screen entertainment but we put most of our emphasis on the Lincolns the major productions and practically ignore the Ford fellers the chaps who are trying to sell the great mass of indie exchanges, exhibs, and neighborhood folks what they want at the PRICE they want it • • • AND IT'S all wet the engineering principles worked out in the Ford made the Lincoln possible the courage, ideas and initiative of the indie producers are likewise constantly feeding the major organizations so they should be built up ,. encouraged they are the life-blood of the industry such chaps as Ray Johnston, Harry Thomas, Al Mannon, Louis Weiss, George Bachellor and innumerable others are just as important in their field as any Big Shots in the major division • • • SO WE view with interest the hopes of one indie producer E. H. "Manny" Goldstein who visions the day when responsible exchanges will cover the nation handling the product of indie producers of proven worth good product at the right price for the vast indie exhib field the backbone of the industry some Organizing Genius will appear some day to weld all these independent factors together into a practical Ford organization that won't be forced to compete as now with the Lincolns the major boys hell, we're ALL selling screen entertainment why not do it Sanely with Profit to all ? « « « » » » 4 READY, 5 UNDER WAY ON MAJESTIC LIST OF 26 (Continued from Page 1) are in preparation, Gluckman announced yesterday. Completed features are: "The Phantom Express," written and directed by Emory Johnson, with J. Farrell MacDonald, Sally Blane, William Collier, Jr., Hobart Bosworth, Robert Ellis, Eddie Phillips, Tom O'Brien, David Rollins, Huntley Gordon, and Lina Basquette, and "Street of Illusion," from "Shandy," by Olga Printzlau, directed by Christy Cabanne, with Jean Hersholt, Jackie Searl, Claudia Dell, J. Farrell MacDonald, Charles Delaney and Lucille La Verne. The finished westerns are titled "Gold" and "Law and Lawless." "The Betrayal," by John Krafft, directed by Christy Cabanne, with H. B. Warner, Aileen Pringle, Barbara Kent, Raymond Hatton and Huntley Gordon is now in production. In preparation are: "Tragedy in the Air," by Edward T. Lowe, directed by Frank Strayer; "The Comeback," by Earl Snell, with Benny Rubin. "Tong War," adapted by Norman Houston from the story by Li Young Sen; "The Verdict," adapted by Sarah Y. Mason from the story by Bernard Lyman, directed _ by E. Mason Hopper; "The Air Patrol," by Emory Johnson. „~°ther titles include: "Husband Hunters," The Warning," "The Juggernaut Express," Borrowed Finery," "Cornered," "The Price " 'After Midnight," "Blind Alleys," "The Parrot Talks," "The Night Watch," "Buried Alive," "The Monster Stalks." Majestic pictures will be distributed nationally through territorial franchise-holders. Undiminished Demand Seen For Worthy Films (Continued from Page 1) here this week. A higher percentage of worthy films are being shown in centers where Motion Picture Councils are cooperating with theaters, says Mrs. Diehl, and a gradual increase in appreciation and support of good pictures is being built up. Greater activity is planned by the organization, which believes the films have much wider scope than that already realized. 16 MM. MEETING A luncheon meeting of the 16 MM. field will be held at 1 o'clock today in the Hotel Victoria. Supply and distribution of 16 MM. pictures will be discussed. Second annual national 16 MM. exposition will be held at the Victoria, Sept. 19-24. MANY HAPPY July 14 Dave Fleischer Louis Blumenthal M. J. Siegel Charles Weinstein Lucien Prival